The contribution of marketing to competitive success: A literature review |
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| Authors: | Michael J Baker Susan Hart Caroline Black Tawfik M Abdel‐Mohsen |
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| Institution: | 1. Deputy Principal of the University of Strathclyde;2. Vice‐Chairman of the Institute of Marketing;3. Governor of the CAM Foundation;4. English Language Teaching Assistant , Technological University of Compiegne , France;5. Research Assistant in the Department of Marketing , University of Strathclyde;6. Scottish Development Agency and Design Council , Scotland;7. Managerial training programmes , Arab Centre for managerial development , Cairo |
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| Abstract: | This paper reviews the literature relating to the practice of marketing and its relation to corporate success, examining pertinent concepts and issues. The marketing factors thought to be determinants of success are categorised as attitudinal, strategic and tactical factors, and these provide the framework against which enhanced corporate performance through marketing effort is analysed. The final section of the paper presents a summary of observations on the literature reviewed. |
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