Learning Marketing

• This paper introduces a model (the CoC-Grid) for 'learning organisations' applied to the marketing field. In a research programme on Business Change I am studying how companies are learning marketing. Whereas changes of technology and organisational processes have lead Swedish companies to dramatic increases of productivity during the 90's, the new international market conditions of EU, Napec, Nafta, GATT and WTO now challenge marketing managers and scholars to give their conceptual view of a successful market orientation of the company. The CoC-Grid could be used both as a frame of reference for learning marketing and for management long term programmes to customise the company.

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