TY  - GEN
AU  - KAUR, GURJEET
AU  - SHARMA, R D
TI  - A balanced approach towards market orientation
PY  - 2013///
KW  - MARKETING
N2  - This study examines the degree of market orientation in Indian banking from a management perspective. It also develops a scale for assessing market orientation in the selected public sector banks, viz SBI, PNB and a private sector bank viz The Jammu and Kashmir Bank Pvt Ltd. (JKB). The results reveal a significant impact of internal market orientation on the overall market orientation and a positive relaltionship between internal customers and external customers satisfaction and business performance and esternal customers' satisfaction and business performance and external customers satisfaction and business performance
ER  -