Market Orientation: The Implementation of the Marketing Concept

The marketing literature has provided little guidance in relation to creating market driven organisations. It has traditionally provided pieces of the puzzle i.e. the product life cycle, segmentation etc, but it has fallen short of demonstrating how to put the pieces together to complete the picture i.e. creating a market oriented organisation. As a result marketing has largely been confined to ‘overseeing and co-ordinating activities directly involved with the outside - such as sales, promotion and delivery’ (Witcher B J, 1990). This has led to a situation where many organisations have reservations about the success achieved with the implementation of the marketing concept.