Abstract
Developing a market-orientated organization is a complex task. An organization's market orientation is reflected in its ability to fulfil its customer's needs. The organization must look outside itself and adopt a flexible response to changing needs. This paper will examine what is meant by the term marketing and why it is necessary for an organization to incorporate the marketing concept. Analysis of the organization's culture and its relevance to the development of market orientation will also be considered. Reference will be made to health care where appropriate.
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