critically evaluate this perspective on marketing orientation, in relation to other business orientations and the contribution of a marketing orientation to organisation success.

Marketing orientation

It is proposed that the concept of marketing orientation has a number of components: Customer orientation: understanding customers well enough continuously to create superior value for them. Competitor orientation: awareness of the short- and long-term capabilities of competitors; Interfunctional co-ordination: using all company resources to create value for target customers; Organisational culture: linking employee and managerial behaviour to customer satisfaction; long-term creation of shareholder value: as the overriding business objective.

By reference to academic literature, critically evaluate this perspective on marketing orientation, in relation to other business orientations and the contribution of a marketing orientation to organisation success. You are required to produce an essay that demonstrates your understanding of key aspects of different business orientations and the supremacy of a marketing orientation.