MARKETING AND PERFORMANCE - The Relationship
Purpose – The correlation of managers’ perceptions of marketing and how it
makes a difference in business performance and to examine how marketing
capabilities affect international performance.
Approach – To examine various papers on how marketing relates to
performance measurement of an organization by comparing the different
methods used to collect data and analyze data.
Findings - The implication seems to be that modules and subjects included in
a marketing syllabus should have both intrinsic and instrumental aims. If so,
the courses should probably be both professional and academic, focusing on
both theoretical knowledge and practical skills.
Research limitations/implications – It is hoped that this contribution may
stimulate research, particularly in terms of testing the model’s content and
sequence, as well as the effect of influencing factors.
Practical Implications - Marketing education should preferably also include
financial subjects such as customer profitability analysis.
Originality/value – Most of the literature on this theme focuses on individual
metrics as well as integrated performances and it encompasses new
evaluative dimensions such as marketing culture, marketing processes and
factors influencing process effectiveness.
Keywords: Business Performance, Profit Performance, Organisation
Effectiveness, Strategic Orientation, Marketing Education.
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