Ghosh, B.C.; Schoch, H.P.; Taylor, D.B.; Kwan, W.W.; … - In: Marketing Intelligence & Planning 12 (1994) 7, pp. 39-48
With increasing emphasis by many companies on gaining competitive advantages, both locally and on a global basis, the significance of marketing as a driving force for business operations and strategic planning has been studied in a number of countries. Compares the marketing effectiveness of...