search query: @author Henderson, S. / total: 7
reference: 2 / 7
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. |
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