Comparto con vosotr@s parte del material utilizado para preparar la sesión del MBA.
Ponencia:
«Nueva visión del Marketing: Escucha Activa del Mercado«
Artículos:
– Narver, S. and Slater, J. (1995): Market orientation and the learning organization, Journal of Marketing.
– Day, G.S. (1994): Continuos learning about markets, California Management Review,ç.
– Kohli, A. and Jaworski, B. (1990): Market Orientation: The construct, Research propositions and Managerial Implications, Journal Of Marketing.
– Narver, S. and Slater, J. (1990): The Effect of a Market Orientation in Business Profitability, Journal of Marketing.
– Santos, M.L.; Sanzo, M.J., Alvarez-Gonzalez, L.I and Vazquez-Casielles, R. (2005): Organizational Learning and Market Orientation: Interface and Effects on Perfomance, Industrial Marketing Management.
