A balanced approach towards market orientation

By:

KAUR, GURJEET

Contributor(s):

SHARMA, R D

Material type:

Mixed materialsPublication details: 2013Description: 51-66Subject(s):

MARKETING

NLM classification:

658.8

In: VIKALPAMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		38/3	Available		P15095

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.

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