Zübeyir ÇELİK


As in the past, market orientation is an important concept especially for firm practices as an organizational culture. However, there is no generally accepted definition for the concept of market orientation in the relevant literature. Therefore, the aim of this study is to clarify the concept of marketing as an organizational culture within the theoretical framework. For this aime, primary and main sources in the relevant literature are particularly reference sources. According to the literature review, the philosophical foundations of market orientation, which are the basis of marketing thinking, date back to the early 1950s. Organizations became popular as a form of market due to competitive pressures in the late 1960s. It is interesting to note, however, that the first studies on marketing as an organizational culture were written in the 1980s. Related findings are shown in the conclusion of the study as of historical periods from past to present.


How to Cite


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