| Author: | Doyle, P. Wong, V. |
| Title: | Marketing and competitive performance: an empirical study |
| Journal: | European journal of marketing
1998 : VOL. 32:5/6, p. 514-535 |
| Index terms: | marketing company performance economic performance competitiveness |
| Language: | eng |
| Abstract: | The contribution of professional marketing to enhancing competitive performance has been largely disregarded by those outside the profession and controversial among those within it. Effective marketing may be desirable but it appears to be neither a necessary nor a sufficient condition for successful growth and profitability. The purpose of this study is to explore the contribution of marketing within a broader model of the determinants of international competitiveness. A representative sample of 132 UK and overseas strategic business units from 52 large companies was selected for this study. |
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