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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Marketing-Finance Interface: The Impact of Marketing Objectives and Financial Conditions on Retail Profitability
verfasst von : J. Joseph Cronin Jr., Steven J. Skinner
Erschienen in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
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It has been suggested that an effective marketing strategy is one in which environmental opportunities are matched with organizational resources. Despite the importance of marketing strategies to a firm's success, only a few researchers have investigated empirically strategic objectives. Furthermore, previous research has not incorporated multiple indicators of the outcomes of marketing strategic objectives. The purpose of this study is to analyze the role of traditional marketing objectives in the strategic planning process. Implications for retail managers and researchers are provided.