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| Tekijä: | Cavusgil, S. Zou, S. |
| Otsikko: | Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures |
| Lehti: | Journal of Marketing
1994 : JAN, VOL. 58:1, p. 1-21 |
| Asiasana: | MARKETING STRATEGY EXPORT MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmented. The authors investigate the marketing strategy-performance relationship in the context of export ventures. The study differs from previous export marketing studies in many ways. The authors propose a conceptual framework of export marketing strategy and performance and test it by path analysis. |
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