search query: @author Verhage, B. J. / total: 11
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| Author: | Verhage, B. J. Waartz, E. |
| Title: | Marketing planning for improved performance : a comparative analysis. |
| Journal: | International Marketing Review
1988 : SUMMER, VOL. 5:2, p. 20-30 |
| Index terms: | MARKETING STRATEGY CORPORATE STRATEGY NETHERLANDS |
| Language: | eng |
| Abstract: | An examination of the marketing orientation of companies in the Netherlands related to the nature of their activity and profit performance. An analysis of strategic decision-making processes. The conceptual framework and research questions. Methodology and findings. The market approach, and marketing organisation and analysis. Four Tables and a Figure cover the relationship between organisational, market characteristics, the market approach and performance. |
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