haku: @author Canning, G. / yhteensä: 4
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| Tekijä: | Canning, G. |
| Otsikko: | Is your company marketing oriented? |
| Lehti: | Journal of Business Strategy
1988 : MAY-JUN, VOL. 9:3, p. 34-36 |
| Asiasana: | MARKETING MANAGEMENT APPRAISAL CORPORATE STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | A marketing perspective allows a company to direct its resources effectively toward critical business priorities. To determine that a company is market oriented, the top manager's role has to be analyzed. Such an analysis should answer the questions: Does corporate strategy reflect an understanding of the reliability of the marketplace; Is the information system designed to produce an information flow that enhances understanding and monitoring of the market; - Are sales and marketing costs systematically analyzed; Is there a strong link between marketing and new product development; Is the marketing function staffed with professionals. |
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