search query: @author Canning, G. / total: 4
reference: 1 / 4
« previous | next »
| Author: | Canning, G. |
| Title: | Is your company marketing oriented? |
| Journal: | Journal of Business Strategy
1988 : MAY-JUN, VOL. 9:3, p. 34-36 |
| Index terms: | MARKETING MANAGEMENT APPRAISAL CORPORATE STRATEGY |
| Language: | eng |
| Abstract: | A marketing perspective allows a company to direct its resources effectively toward critical business priorities. To determine that a company is market oriented, the top manager's role has to be analyzed. Such an analysis should answer the questions: Does corporate strategy reflect an understanding of the reliability of the marketplace; Is the information system designed to produce an information flow that enhances understanding and monitoring of the market; - Are sales and marketing costs systematically analyzed; Is there a strong link between marketing and new product development; Is the marketing function staffed with professionals. |
« previous | next »
SCIMA