This course was written by Dr Andrew Lindridge and Dr Claudia Simoes.
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Fishburne, T. (2011), 7 Deadly Sins of Marketing, © Marketoonist.com
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Activity 1 (questionnaire) Measuring marketing orientation
Kohli, A.K., Jaworski, J.B. and Kumar, A. (1993) ‘MARKOR: A measure of market orientation’, Journal of Marketing Research, November, vol. 30, no. 4, pp. 467–77. American Marketing Association. Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association.
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