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Volume 1 / 1996 - Volume 5 / 2002
Discontinued in January 2003
213-232
Measuring Market Orientation: Generalization and Synthesis
Rohit Deshpandé and John U. Farley
233-236
Additional Thoughts on the Measurement of Market Orientation: A Comment on Deshpande and Farley
John C. Narver and Stanley F. Slater
237-239
The Market Orientation Construct: Correlations, Culture, and Comprehensiveness
241-255
Creating a Market Orientation
John C. Narver, Stanley F. Slater and Brian Tietje
257-279
Factors Contributing to Marketing‘s Limited Role in Product Development in Many High-Tech Firms
John P. Workman and Jr.
281-297
Relationship Marketing and Sustained Competitive Advantage
W. Glenn Rowe and James G. Barnes
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