search query: @indexterm NIGERIA / total: 105
reference: 44 / 105
Author: | Okoroafo, S. Russow, L. C. |
Title: | Impact of marketing strategy on performance: empirical evidence from a liberalized developing country. |
Journal: | International Marketing Review
1993 : VOL. 10:1, p. 4-18 |
Index terms: | MARKETING STRATEGY NIGERIA PERFORMANCE APPRAISAL |
Language: | eng |
Abstract: | Examines the impact and significance of marketing strategy variables on performance in a developing country which has instituted market reform measures. Changes in marketing strategy and performance were expected. Results were obtained from a survey of chief executive officers of the top 200 manufacturing companies in Nigeria. The findings suggest that customer service and reinvestment of profits had a significant positive effect on market performance. However, reduction of subsidiaries and employee were negatively related to performance. |
SCIMA