Journal article
ADOPTION OF STRATEGIC MARKETING PRACTICES AMONG INDIAN MANUFACTURERS
Allied Academies International Conference. Academy of Marketing Studies. Proceedings, Vol.18(2), 15
01 Jul 2013
Abstract
To understand otherwise understudied marketing strategies among India's manufacturing sector, particularly with regard to how "mainstream" strategic marketing is or is not routinely practiced, an attempt is made to ascertain strategic marketing's contribution to competitive success by comparing sub-samples of higher and lower performing companies. Methodologically, testable hypotheses of "mainstream" strategic marketing performance indicators were established and operationalised via survey distributed online to Indian manufacturing firms employing in excess of 100 staff. Results are highly supportive of the conventional wisdom regarding the essential ingredients of strategic marketing success. Compared with lower performing counterparts, the higher performing manufacturers are clearly more active in executing a wide range of strategic marketing practices. Albeit higher performing Indian manufacturing firms appear to be employing "mainstream" marketing strategy, there remains scope for the companies to employ more and better strategic marketing endeavours. [PUBLICATION ABSTRACT]
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Details
- Title
- ADOPTION OF STRATEGIC MARKETING PRACTICES AMONG INDIAN MANUFACTURERS
- Creators
- Zahed SubhanRoger BrooksbankRon GarlandScott Rader
- Publication Details
- Allied Academies International Conference. Academy of Marketing Studies. Proceedings, Vol.18(2), 15
- Conference
- Allied Academies International Conference. Academy of Marketing Studies
- Publisher
- Jordan Whitney Enterprises, Inc
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Charles D. Close School of Entrepreneurship
- Identifiers
- 991021883907404721