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Literature Review on the Business Adoption of the Marketing Concept.
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Literature Review on the Business Adoption of the Marketing Concept Businesses started to adopt the marketing concept at the end of the 1960's however to achieve real success companies must go further than mere customer satisfaction they must do it better than the competition. The marketing concept has advanced since its early beginning and this review examines three papers which look at some of the effects of companies that have adopted the marketing concept The papers although not directly related to one another all look at different effects of business's adopting a marketing approach. These papers I have studied are Narver and Slater (1990) `The effect of a Market Orientation on Business Profitability`, Brodie (1997) `Towards a Paradigm Shift in Marketing `and finally Harris and Obdgona (2000) `the response of front line employees to market orientated culture change`. In 1990 Narver and Slater launched an exploratory study to investigate whether Market Orientation...
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