Role of Marketing/Market Orientation
The SOCO Scale: A Measure of Customer Orientation of SalespeopleJan 1, 1982 Robert Saxe and Barton A. Weitz, 1982, 82-113
Develops and tests a scale that measures the degree to which a salesperson engages in customer-oriented selling; relates use of a customer-oriented approach to sales performance and environmental characteristics.
Top Management Views of the Marketing FunctionJan 1, 1980 Frederick E. Webster, Jr., 1980, 80-108
Reports survey of top executives of 30 major companies. Explores their views about the current performance of the marketing function and of marketers, as well as their ideas about what marketing must do in the future.
Marketing Issues—Challenges for Marketing in the 1980sJan 1, 1980 Stephen A. Greyser, 1980, 80-102
Highlights marketing issues that 40 senior marketing management and marketing research executives predict will be most salient to business in the 1980s.
The Effectiveness of Marketing’s “R&D” for Marketing Management: An AssessmentJan 1, 1979 John G. Myers, Stephen A. Greyser, and William F. Massy, 1979, 79-105
Presents some of the highlights and recommendations of the AMA Commission on the Effectiveness of Research and Development for Marketing Management. Based on a review of the field of marketing over the past 25 years, it provides an overall assessment and specific recommendations.
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