Pregled bibliografske jedinice broj: 739857
Marketing department's impact on the pursuit of market driving strategy
Marketing department's impact on the pursuit of market driving strategy // 41st EMAC Annual Conference : Marketing to Citizents : going beyond costumers and consumers
Lisabon, Portugal, 2012. (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Marketing department's impact on the pursuit of market driving strategy
Autori
Vlašić, Goran ; Troilo, Gabriele ; Kohli, Ajay ; Kesić, Tanja
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Skup
41st EMAC Annual Conference : Marketing to Citizents : going beyond costumers and consumers
Mjesto i datum
Lisabon, Portugal, 22.05.2012. - 25.05.2012
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
market driving strategy; market driven strategy; marketing department; star marketer; market orientation
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
