Market-Oriented Management: A Systems-Based Perspective Jan BeckerChristian Homburg OriginalPaper Pages: 17 - 41
The Customer Concept: The Basis for a New Marketing Paradigm Janny C. HoekstraPeter S. H. LeeflangDick R. Wittink OriginalPaper Pages: 43 - 76
Barriers to Increased Market-Oriented Activity: What the Literature Suggests Soren Bisp OriginalPaper Pages: 77 - 92