haku: @author Gronhaug, K. / yhteensä: 29
viite: 20 / 29
| Tekijä: | Hansen, F. Gronhaug, K. Warneryd, K. |
| Otsikko: | Excellent marketing: The concept, its measurement and implications |
| Lehti: | Marketing and Research Today
1990 : JUNE, VOL. 18, p.98-106 |
| Asiasana: | MARKETING MANAGEMENT PERFORMANCE MEASUREMENT MARKETING CONCEPT |
| Kieli: | eng |
| Tiivistelmä: | The concept of excellence in marketing is discussed. Several measures are used to evaluate performance outcomes in the market place. The dual evaluation approach, i.e. evaluating marketing excellence from the perspective of consumers and business is described. Two related empirical studies conducted in Denmark are reported. It was found that success criteria vary across product categories. |
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