Transforming the value of company reports through marketing measurement

Article Abstract:

Company reports are mainly for the benefit of shareholders and analysts, who use them to measure the company's present and future value. Analysts place the same importance on certain marketing measurements as they do on the main financial criteria, but most marketing data is unsatisfactory. A set of 47 marketing measurements is developed which will enhance the use of company reports.

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Implementing marketing strategy through a market orientation

Article Abstract:

A new study investigates the concept of market orientation and examines the links between marketing orientation and marketing strategy in the US telecom industry.

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Determining the scope and impact of market orientation profiles on strategy implementation and performance

Article Abstract:

Market orientation and strategy correlate with performance in various situations of market turbulence and competition.

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