Relationship Between Market-Oriented Culture and Business Performance

Marketing is one of the most important branches of management knowledge, the main task of which is to identify human needs and wants and meet them through the process of exchanging resources. Because today's societies, more than ever, face the unlimited needs of human beings on the one hand and the lack of resources on the other, and managers must meet the unlimited needs of individuals with these limited resources. In today's highly competitive markets, due to the high importance of buyers in the survival and development of companies, not only the marketing department guarantees profitable sales, but all departments and organizational units must focus on the desired performance of customers. Therefore, commercial organizations need marketing strategies for productivity and sustainability in the market. The importance of these strategies has been observed in the life and survival of organizations.