Marketing Philosophy
Marketing Philosophy
Literature review on marketing phylosophy and modeling
Efforts of reviewing and modelling marketing elements, concepts and philosophical attitudes were numerous and effective. But with new challenges causing hurdles in making marketing function more effective on macro- and micro- level of the economy, a revision of marketing philosophy is always at place.
Elements of marketing philosophy Dibb and Simkin (2004) | Lancaster and Reynolds (2005) | Blythe (2005) | Drummond and Ensor (2005) | Morgan (1996) | 1. Production orientation 2. Financial orientation 3. Sales orientation 4. Marketing orientation 5. Customer orientation 6. Competitor orientation 7. Interfunctional Coordination | 1. Production orientation 2. Sales orientation 3. Marketing Orientation | 1. Production orientation 2. Product orientation 3. Sales orientation 4. Customer orientation 5. Societal marketing 6. Relationship Marketing | 1. Production orientation 2. Product orientation 3. Sales orientation 4. Financial orientation 5. Marketing Orientation | 1. Cost philosophy 2. Product philosophy 3. Production philosophy 4. Sales philosophy 5. Erratic philosophy 6. Marketing philosophy 7. Social marketing philosophy |
As indicated in Table 1, authors tend to use various terms for the elements of marketing philosophy:
a) ‘orientation’ (Dibb and Simkin, 2004; Lancaster and Reynolds, 2005; Blythe, 2005; Drummond and Ensor, 2005);
b) ‘philosophy’ (Morgan, 1996);
c) ‘concept’ (Kotler and Armstrong, 2008).
Even the Lithuanian authors, who wrote the first university book on marketing, professors Pranulis, Pajuodis, Virvilaite and Urbonavicius (1999, 2000 and 2008) have used the Lithuanian counterpart word ‘orientation’. Following this broad tendency of the term ‘orientation’ usage, here, in this article, the choice of the ‘orientation’ term will be applied.
The renowned American professors Kotler and Armstrong (2008, pp.9-12) indicated that their choice of marketing
Literature review on marketing phylosophy and modeling
Efforts of reviewing and modelling marketing elements, concepts and philosophical attitudes were numerous and effective. But with new challenges causing hurdles in making marketing function more effective on macro- and micro- level of the economy, a revision of marketing philosophy is always at place.
Elements of marketing philosophy Dibb and Simkin (2004) | Lancaster and Reynolds (2005) | Blythe (2005) | Drummond and Ensor (2005) | Morgan (1996) | 1. Production orientation 2. Financial orientation 3. Sales orientation 4. Marketing orientation 5. Customer orientation 6. Competitor orientation 7. Interfunctional Coordination | 1. Production orientation 2. Sales orientation 3. Marketing Orientation | 1. Production orientation 2. Product orientation 3. Sales orientation 4. Customer orientation 5. Societal marketing 6. Relationship Marketing | 1. Production orientation 2. Product orientation 3. Sales orientation 4. Financial orientation 5. Marketing Orientation | 1. Cost philosophy 2. Product philosophy 3. Production philosophy 4. Sales philosophy 5. Erratic philosophy 6. Marketing philosophy 7. Social marketing philosophy |
As indicated in Table 1, authors tend to use various terms for the elements of marketing philosophy:
a) ‘orientation’ (Dibb and Simkin, 2004; Lancaster and Reynolds, 2005; Blythe, 2005; Drummond and Ensor, 2005);
b) ‘philosophy’ (Morgan, 1996);
c) ‘concept’ (Kotler and Armstrong, 2008).
Even the Lithuanian authors, who wrote the first university book on marketing, professors Pranulis, Pajuodis, Virvilaite and Urbonavicius (1999, 2000 and 2008) have used the Lithuanian counterpart word ‘orientation’. Following this broad tendency of the term ‘orientation’ usage, here, in this article, the choice of the ‘orientation’ term will be applied.
The renowned American professors Kotler and Armstrong (2008, pp.9-12) indicated that their choice of marketing