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Research Paper | Management | Ghana | Volume 5 Issue 3, March 2016

Employees in Ghana Attitude toward the Marketing Concept Operation in Organizations

Benjamin Tawia Ansu ^[2] | Kwabena Obeng-Asare

Abstract: The implementation of the Structural Adjustment Programme in the late 1980s and 1990s has transformed the Ghanaian business environment from a planned to a market economy. To achieve their business objectives organizations in Ghana need to monitor and respond to customers' changing needs and preferences to ensure that customers select their offerings over competing alternatives. This in turn requires these organizations to accept marketing as a strategic concept in their operations. The review of the marketing literature does not provide any evidence of employees? opinion profile of the marketing concept as perceived from organizations in Ghana perspective. This paper intends to fill this gap by replicating the work of Barksdale and Darden, which provides a useful framework for analyzing individual attitudes toward the marketing concept following an evolutionary path as reflected in the literature. The purpose is to establish different aspects of the marketing concept operation in business organizations as perceived from employees? perspective. The researchers report the results of a survey of 65 employees? selected randomly, designed to measure the dimensions of the concept to provide opinion profile of its operational adequacy, influence on management, and its contributions to business, and consumers in Ghana. The study concludes that although the marketing concept operates in businesses in Ghana, there is the need to undertake in-depth study of the concept to understand how it is being applied by organizations.

Keywords: Marketing Concept, Corporate Philosophy, Customer Orientation, Attitude, Consumerism

Edition: Volume 5 Issue 3, March 2016,

Pages: 376 - 384