The marketing audit and organizational performance an empirical profiling
Data(s) |
01/01/2008
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Resumo |
This study investigates the use of strategy to address changes in business performance. It suggests the use of the marketing audit as a facility that can assist with the establishment, maintenance, and management of a market orientation strategy. The practice of the marketing audit and its perceived benefits are examined, and their relationships with change in business performance are investigated. The results indicate a positive association between the usage of the marketing audit and increase in market share, and a stronger increase in market share than increase in overall financial performance.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
M.E. Sharpe, Inc |
Relação |
http://dro.deakin.edu.au/eserv/DU:30017293/shaw-themarketingaudit-2008.pdf http://search.ebscohost.com/login.aspx?direct=true |
Direitos |
2008 M.E. Sharpe, Inc |
Tipo |
Journal Article |