Influences on organisational performance : marketing research, market environment and orientation

Findings demonstrated a strong association between market orientation and organisational performance. However, other associations were marginal with no direct relationship between marketing research utilisation and organisational performance, although this was positively mediated by market orientation. The implications being, organisations need to be market oriented and utilise research information to remain competitive.

Marketing planning in Australia : practice and performance

The study identifies the situations in which marketing planning is especially useful. This enables the key elements of an effective marketing planning system to be traced out, and gives indications regarding how the changeable factors can be altered in order to improve the effectiveness of marketing planning. Gives a detailed summary of marketing planning practices in Australia and provides managers some valuable evidences in the value of formal marketing planning.