Interactive effects of marketing strategy formulation and implementation upon firm performance

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Interactive effects of marketing strategy formulation and implementation upon firm performance

This study employed an integrative approach to investigate the influence of external business environment, strategy formulation, viability of marketing strategy, and strategy implementation upon firm performance. The findings show that while technological change and market competition negatively inf...

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Bibliographic Details
Main Authors:	Ramaseshan, Balasubramanian, Ishak, A., Kingshott, Russel
Format:	Journal Article
Published:	Routledge 2013
Subjects:	marketing strategy implementation marketing strategy formulation external environment firm performance viability of marketing strategy
Online Access:	http://hdl.handle.net/20.500.11937/15392

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