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dc.contributor.authorBrooksbank, Roger
dc.contributor.authorGarland, Ron
dc.contributor.authorTaylor, David
dc.date.accessioned2010-02-25T03:06:00Z
dc.date.available2010-02-25T03:06:00Z
dc.date.issued2010
dc.identifier.citationBrooksbank, R., Garland, R. & Taylor, D. (2010). Strategic marketing in New Zealand companies. Journal of Global Marketing, 23(1), 33-44.en
dc.identifier.urihttps://hdl.handle.net/10289/3643
dc.description.abstractThis article examines the contribution of selected “textbook” strategic marketing practices to the competitive success of New Zealand companies employing 20 or more employees, as well as the overall adoption levels of these practices. Data were collected by means of a large-scale mail survey, and 10 hypotheses were tested empirically. The results serve to confirm that the basic strategic marketing practices that are typically advocated in the mainstream empirical and prescriptive literature have a key role to play in the success of New Zealand companies. However, they also indicate that there is scope for New Zealand companies to more fully embrace strategic marketing.en
dc.language.isoen
dc.publisherTaylor and Francis Groupen_NZ
dc.relation.urihttp://www.informaworld.com/smpp/content~db=all~content=a918793099en
dc.subjectstrategic marketingen
dc.subjectNew Zealanden
dc.titleStrategic marketing in New Zealand companiesen
dc.typeJournal Articleen
dc.identifier.doi10.1080/08911760903442127en
dc.relation.isPartOfJournal of Global Marketingen_NZ
pubs.begin-page33en_NZ
pubs.elements-id34715
pubs.end-page44en_NZ
pubs.issue1en_NZ
pubs.volume23en_NZ


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