haku: @author Kokkinaki, F. / yhteensä: 2
viite: 2 / 2
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| Tekijä: | Ambler, T. Kokkinaki, F. |
| Otsikko: | Measures of marketing success |
| Lehti: | Journal of Marketing Management
1997 : OCT, VOL. 13:7, p. 665-678 |
| Asiasana: | MARKETING MANAGEMENT SUCCESS |
| Kieli: | eng |
| Tiivistelmä: | A mismatch of the meaning of "success", as perceived by researcher and the firms researched, renders research less relevant and possibly, where the firm's resources are not directed at the goals selected by the researcher, misleading. This paper is concerned with the dependent variables used for business or marketing "success", not its drivers, in seven leading marketing and strategy journals. The findings are that researcher, not respondent, views of performance dominate the literature which raises issues of relevance. |
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