Marketing Objectives in UK and US Manufacturing Companies.
In: European Journal of Marketing, Jg. 19 (1985-05-01), Heft 3, S. 48-56
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Zugriff:
Much has been written about marketing objectives. However, during recent years empirical findings on this topic have been sparse. This leaves a gap in the literature that is important because now, more than ever, marketing practitioners need guidance on this pivotal matter. Objectives provide management with direction through the specification of particular requirements, activities and achievements. These, of course, enhance the quality of strategic management and effective marketing planning and control. In turn, these raise the probabilities of survival and success for companies operating in the harsh and turbulent contemporary business environment. The desirable attributes of sound objectives are well known. They should be clearly defined[1] and hierarchical[2] with the corporate mission at the apex[3]. Objectives should be measurable so as to be made quantitative[4] and they should be time-specific[5]. Finally, they should be realistic and, where possible, consistent[6] and ideally they should be set in a flexible framework. The purpose of this article(*) is to report information relating to some of these properties as provided by marketing executives. Specifically, the article focuses on the nature of marketing objectives and on facets of their time-relatedness, flexibility and consistency with each other. The nature of objectives is compared as between domestic and export markets and, throughout, comparisons are formed between UK and US companies. [ABSTRACT FROM AUTHOR]
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Marketing Objectives in UK and US Manufacturing Companies.
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Autor/in / Beteiligte Person: | Shipley, David D. |
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Zeitschrift: | European Journal of Marketing, Jg. 19 (1985-05-01), Heft 3, S. 48-56 |
Veröffentlichung: | 1985 |
Medientyp: | academicJournal |
ISSN: | 0309-0566 (print) |
DOI: | 10.1108/EUM0000000004746 |
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