Nalazite se na CroRIS probnoj okolini. Ovdje evidentirani podaci neće biti pohranjeni u Informacijskom sustavu znanosti RH. Ako je ovo greška, CroRIS produkcijskoj okolini moguće je pristupi putem poveznice www.croris.hr
izvor podataka: crosbi !

Marketing department's impact on the pursuit of market driving strategy (CROSBI ID 619797)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Vlašić, Goran ; Troilo, Gabriele ; Kohli, Ajay ; Kesić, Tanja Marketing department's impact on the pursuit of market driving strategy. 2012

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

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

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

Povezanost rada

Povezane osobe




Ekonomija