Impact of marketing strategy on performance: empirical evidence from a liberalized developing country
Article Abstract:
A survey of the chief executives of foreign and domestic manufacturing companies in Nigeria was used to analyse the relationship betweenmarketing strategy and performance. The study revealed that customer service had a positive effect on performance which can be achieved through improvementsin product quality, new product introduction, product modification and demanding better service from suppliers. The study also found that diversification into local and foreign markets were important to improve overall performance. Great opportunities for companies that provide marketing related services were also found to be prevalent in Nigeria.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1993
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An application of Bagozzi's exchange model to integration of countertrade research
Article Abstract:
R. Bagozzi's exchange model is used as a framework for the analysis of countertrade research. Countertrade refers to a method of payment for foreign goods and services through other goods or service instead of money. The exchange model regards situational contingencies, characteristics of social actors and third parties and social influence between actors as the key determinants for the consummation of transactions.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1992
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On the way towards developing a global screening model
Article Abstract:
A set of screening criteria can help identify potential markets worldwide. Countries can be screened by a set of criteria that includes indirect market size, level of economic development, market size growth, trade, capital spending, population density and infrastructure. These factors can be applied for different products to determine specific markets that need further in-depth assessment.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1996
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