• Sevar Momin gizi Mammadova Azerbaijan State Economic University


The article presents an overview of the marketing orientation concept in the new realities. As a field of study marketing became in the early part of the twentieth century. The main focus of marketing courses in the beginning of 1950s and 1960s was on ‘how to do it’. In more recent times, focus has been turned to the side of an absolutely new direction and a new sense, namely, marketing has been announced as a philosophy and as a way of doing business.

To be successful in business every company must be market and customer focused and heavily obsessed to marketing. Company activities should be focused on providing customer satisfaction rather than just simply producing products. This is not always as easy as it may first appear. Going on this way and doing an efficient job we can be ensure that value will be created and delivered at a profit to the company. And this is the ultimate goal of marketing.

So the marketing concept begins with an attentive and well-defined market, manufacturers products / services dictated only by marketplace; conducts STP (segmentation, targeting, positioning) and focuses primarily on the results of customer needs; integrates all the marketing activities and efforts that may influence on customers. And as desired result it yields profits by creating positive relationships with the right customers at the right place and right time and based on customer value and satisfaction

Implementing the marketing concept very often means more than just simply responding to customers’ desires and needs. Customer oriented companies looking for and research customers quite deeply to be able to learn their desires, lifestyles, behaviors, collect ideas and preferences.


1. DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48, 147–160.
2. Drucker P. The practice of management (2012).
3. Eilam, G., & Shamir, B. (2005). Organizational change and self-concept threats: A theoretical perspective and a case study. Journal of Applied Behavioral Science, 41, 299–421.
4. Fahy J., Jobber D. - Foundations of marketing (e-book), Published by McGraw-
5. Gebhardt, G. F., Carpenter, G. S., & Sherry, J. F., Jr. (2006). Creating a market orientation: A longitudinal, multi-firm, grounded analysis of cultural transformation. Journal of Marketing, 70, 37–55.
6. Hill Education, 2015, p. 47-49, 51, 56-57
7. Hariharan V. (2016) Marketing planning, McGraw-Hill Custom Publishing, p. 20, 21
8. Kennedy, K. N., Goolsby, J. R., & Arnould, E. J. (2003). Implementing a customer orientation: Extension of theory and application. Journal of Marketing, 67, 67–81.
9. Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41.
10. Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 54(2), 1–18.
11. Kosuge, R. (2007a). Internal effects of customer contact within service organizations: Implications for developing a customer-oriented organizational culture. Annals of Business Administrative Science, 6, 1–14. doi: 10.7880/abas.6.1
12. Kosuge, R. (2007b). Kokyaku shikou kara shijyou shikou he: Riron to sokutei [From customer orientation to market orientation: Theory and measurement]. Akamon Management Review, 6(7), 243–266 (in Japanese).
13. Kosuge, R. (2011). The dilemma of developing market orientation. (Unpublished doctoral dissertation). Graduate School of Economics, University of Tokyo, Tokyo.
14. Kosuge, R. (2016, November). The role of continuous improvement in the relationship between market orientation and sales productivity. Paper presented at ABAS Conference 2016 Autumn, University of Tokyo, Japan.
15. Kotler P., Armstrong G. (2016). Principles of marketing, PEARSON, p.11, 238
16. Narver, J. C., & Slater, S. F. (1990). The effect of market orientation on business profitability. Journal of Marketing, 54, 20–35.
17. Narver, J. C., & Slater, S. F., & Tietje, B. (1998). Creating a market orientation. Journal of Market-Focused Management, 2(3), 241–255.
18. Sato, H. (2012). Routine-based view of organizational learning and mechanisms of myopia. Annals of Business Administrative Science, 11, 45–54. doi: 10.7880/abas.11.45
19. Takahashi, N. (2013). Kara [Shell]. Kyoto, Japan: Minervashobo (in Japanese).
20. Takahashi, N. (2015). Behind the shell: Rigid persons clung onto it. Annals of Business Administrative Science, 14, 1–14. doi: 10.7780/abas.14.1
21. Van de Ven, A. H., & Poole, M. S. (1995). Explaining development and change in organizations. Academy of Management Review, 20(3), 510–540.
Як цитувати
Mammadova SevarMomin gizi The significance of the marketing orientation concept in the new realities / SevarMomin gizi Mammadova // ЕКОНОМІКА І РЕГІОН Науковий вісник. – Полтава: ПНТУ, 2018. – Т. 1 (2(69). – С. 34-39. – doi:еір.2018.2(69).1167.