search query: @author Basuki, W.A. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Basuki, W.A. Henderson, S. |
| Title: | Whatever happened to the excellent marketers? A study of financial performance and excellent marketing |
| Journal: | Journal of General Management
2003 : WINTER, VOL. 29:2, p. 70-88 |
| Index terms: | Financial performance Marketing management |
| Language: | eng |
| Abstract: | This article creates observable, measurable scales for assessing a company's degree of marketing orientation, so that the precise relationship between degree of market orientation and financial success can be assessed in a rigorous way. Reviews of the subsequent literature are generally positive although there is a sceptical undercurrent. |
« previous | next »
SCIMA