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| Tekijä: | Conant, J. S. White, J. C. |
| Otsikko: | Marketing program planning, process benefits, and store performance: an initial study among small retail firms |
| Lehti: | Journal of Retailing
1999 : WINTER, VOL. 75:4, p. 525-541 |
| Asiasana: | Retailing Small business Storage Marketing Performance management |
| Kieli: | eng |
| Tiivistelmä: | This study develops new measures of both marketing program planning and the intermediate process benefits that result from planning. Results indicate 1) the planning dimension "strategic clarity" is significantly related to the process benefits "market knowledge" and "marketing program effectiveness", 2) process benefits mediate the relationship between planning and performance, ans 3) process benefits are positively related to financial performance. |
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