Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates … marketing engineering principles aimed to optimize marketing decisions. An experiment randomized 150 participants into groups … higher ROI from marketing decisions (19.3% vs 16.4%) and employed key elements like customer segmentation, experimentation …

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business … result shows that MO does not have a significant impact on Marketing Performance. In the context of MTO, SMEs do not need to …

The importance of marketing capabilities continues to grow yet research remains concentrated in developed markets …. Although several researchers provide evidence of the influence of marketing capabilities on market performance, very little of … similar evidence exists in the digital marketing domain. Empirical evidence of the impact of digital marketing capabilities on …

Purpose The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging … research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP … notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects …

strategies-and innovation performance. The study finds that the relationship is mediated by founding-team marketing capabilities … suggest that an exploratory strategy improves the founding team's marketing capabilities, whereas an exploitative strategy … worsens these capabilities. Exploitative strategy and the founding team's marketing abilities are negatively affected by …

This research analyses the influence of market orientation and competitive advantage on MSMEs’ marketing performance … market orientation and competitive advantage significantly influence MSME marketing performance. Additionally, competitive … advantage moderates, strengthening the relationship between market orientation and marketing performance. These findings have …

prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of … and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and … promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations …

As it is emphasized in marketing, management, and strategic management literature, "market orientation", "learning …

used for 50 years and it extends to many branches. The most popular ones are in marketing, logistics and IT management. The …

increased in recent times. The study empirically tested the relationship between green marketing orientation (GMO) and …