haku: @author Henderson, S. / yhteensä: 7
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| Tekijä: | Basuki, W.A. Henderson, S. |
| Otsikko: | Whatever happened to the excellent marketers? A study of financial performance and excellent marketing |
| Lehti: | Journal of General Management
2003 : WINTER, VOL. 29:2, p. 70-88 |
| Asiasana: | Financial performance Marketing management |
| Kieli: | eng |
| Tiivistelmä: | This article creates observable, measurable scales for assessing a company's degree of marketing orientation, so that the precise relationship between degree of market orientation and financial success can be assessed in a rigorous way. Reviews of the subsequent literature are generally positive although there is a sceptical undercurrent. |
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