Strategic marketing in New Zealand companies

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Title

Strategic marketing in New Zealand companies

Content partner

University of Waikato

Collection

ResearchCommons@Waikato

Description

This article examines the contribution of selected “textbook” strategic marketing practices to the competitive success of New Zealand companies employing 20 or more employees, as well as the overall adoption levels of these practices. Data were collected by means of a large-scale mail survey, and 10 hypotheses were tested empirically. The results serve to confirm that the basic strategic marketing practices that are typically advocated in the mainstream empirical and prescriptive literature h...

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Format

Research Paper

Research format

Journal article

Date created

2010

Creator

Brooksbank, Roger / Garland, Ron / Taylor, David

URL

https://hdl.handle.net/10289/3643

Related subjects

strategic marketing / New Zealand

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