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This 17 page paper is written in two parts. The first part looks at the concept of a marketing orientation which may be adopted by companies, and using the example of three organizations; BA, Starcomm and the nonprofit making British Council, the way in which a marketing orientation can be adopted is discussed, along with the benefits which may be gained and the barriers in its implementation. The second part of the paper considers the way in which communications of change in structure and practice of marketing, and looks at the way in which organizations have had to adapt and change. The bibliography cites 20 sources.
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