Marketing department's impact on the pursuit of market driving strategy (CROSBI ID 619797)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Vlašić, Goran ; Troilo, Gabriele ; Kohli, Ajay ; Kesić, Tanja
engleski
Marketing department's impact on the pursuit of market driving strategy
Focus of this manuscript is on understaing the role of marketing department in pursuing market driven vs. driving strategy. Results indicate that market driving and market driven strategy are two strategies that can be pursued in market oriented firms. Star marketer has robust positive influence on market driving strategy. At department-level, the influence of marketing department’s integration with marketing agency exibits positive impact. Marketing department’s accountability and positioning capabilities also play an important role. However, marketing department characteristics seem to be unimportant for firms pursuing market driven strategies.
market driving strategy; market driven strategy; marketing department; star marketer; market orientation
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Podaci o prilogu
2012.
objavljeno
Podaci o matičnoj publikaciji
Podaci o skupu
41st EMAC Annual Conference : Marketing to Citizents : going beyond costumers and consumers
predavanje
22.05.2012-25.05.2012
Lisabon, Portugal