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| Author: | Ward, S. Lewandowska, A. |
| Title: | Is the marketing concept always necessary?: The effectiveness of customer, competitor and societal strategies in business environment types |
| Journal: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 222-237 |
| Index terms: | business environment competition social marketing marketing strategy marketing theory |
| Language: | eng |
| Abstract: | This article compares particular marketing strategies with particular business environments in order to find out suitable combinations for different environmental situations. The paper is based on survey research, structural equation modelling and t-tests of data collected from 217 companies located in Australia, Singapore, The Netherlands and China. According to the survey, in certain circumstances a customer, competitor or societal oriented strategy can be the most appropriate business strategy. |
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