haku: @author Vorhies, D. W. / yhteensä: 3
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| Tekijä: | Morgan, N. A. Slotegraaf, R. J. Vorhies, D. W. |
| Otsikko: | Linking marketing capabilities with profit growth |
| Lehti: | International Journal of Research in Marketing
2009 : DEC, VOL 26:4, p. 284-293 |
| Asiasana: | marketing strategy brands customer relationship management (crm) growth |
| Kieli: | eng |
| Tiivistelmä: | Due to its role as a driver of stock price, profit growth should be a clear priority for managers. However, the link between marketing capabilities and profit growth remains unknown. This article aims to examine this link by using cross-industry data from 114 companies. The impacts of market sensing, brand management and customer relationship management (CRM) on the firms' revenue growth and margin growth are studied. The results reveal that revenue growth and margin growth are negatively correlated, and differently affected by brand management and CRM, meaning that the effects of these marketing capabilities on profit growth are masked. |
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