This book aimed to examine the mediating role of brand orientation and the moderating role of competitive intensity in the relationship between market orientation and brand performance in Malaysian hotel industry. The Malaysian service industry has gained greater attention in today's business environment since it has been a major player in the growth of Malaysian economy. The industry is contributing more than 50 percent of the nation's real GDP. One of the most promising industries in Malaysia is the hotel industry. Majority of performance measures have been discussed at the macro level, that is, the overall organizational performance. However, the micro level performance measures such as brand performance has been neglected. To align with the Industrial Master Plan to meet the economic agenda of the nation, branding strategy is crucial because brand is considered an organization's primary asset. The study was based on a sample gathered from middle-level managers of star-rated hotels in Peninsular Malaysia, using a self-administered questionnaire.

The performance of corporate brands is a very significant and key metric in gauging the degree of success of the respective firms. In a business-to-business setting, corporate brands are of even larger importance and greater relevance. From a strategic marketing perspective, this study looks at market orientation as a major antecedent to enhanced corporate brand performance. The presence of relationship orientation and innovativeness as two strategic marketing mediators affect the association that the study tries to establish between market orientation and corporate brand performance. In the backdrop of Indian B2B firms, a dyadic analysis is carried out to eke out the relationships between the two main and the two mediatory concepts. The analysis, done with a Bayesian paradigmatic approach, comes up with a linkage between corporate brand performance and market orientation under positive mediatory influences of innovativeness and relationship orientation.

This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer centric policies. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organization’s financial and marketing performance.

This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).