A Marketing Orientation

Abstract

Many organisations have experienced the introduction of a rallying cry from their senior management to the effect that ‘… we will now become a marketing-led organisation…’. Turning this statement into reality requires more than just the pronouncement of the principle and the employment of a few people with marketing titles. It requires something much more difficult; the creation of a marketing orientation throughout the whole organisation. It does not mean being literally ‘led’ by the marketing department, but rather that its operations should be guided and influenced by marketing principles.