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Marketing Cases from Emerging Markets pp 37–39Cite as

Introduction to Market Orientation and Brand Strategies

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Abstract

Despite the fact that there are so many empirical studies on marketing orientation, the evidence from literature indicates several perspectives of this concept.

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References

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Author information

Authors and Affiliations

  1. Department of Marketing and Advertising, Coventry Business School, Coventry University, Priory Street, Coventry, West Midlands, CV1 5FB, UK

    Dilip S. Mutum

Authors
  1. Dilip S. Mutum
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Correspondence to Dilip S. Mutum .

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Editors and Affiliations

  1. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Dilip Mutum

  2. Fac. of Business, Environment & Society, Coventry University, Coventry, United Kingdom

    Sanjit Kumar Roy

  3. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Eva Kipnis

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Mutum, D.S. (2014). Introduction to Market Orientation and Brand Strategies. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_7

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