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| Tekijä: | Taghian, M. |
| Otsikko: | Marketing planning: operationalising the market orientation strategy |
| Lehti: | Journal of Marketing Management
2010 : AUG, VOL 26:9-10, p. 824-841 |
| Asiasana: | market orientation marketing strategy resources company performance Australia |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the implementation of market orientation strategy as well as the connections between market orientation, marketing planning and business performance. 216 large business organizations are studied in Australia, and the results reveal close associations between market orientation and marketing planning. This evidence indicates that marketing planning technique could be used as a productive resource in operationalizing market orientation strategy. Marketing planning could also help practitioners to choose the suitable style and level of market orientation for their organization. |
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