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Marketing planning and business performance : an empirical study of large Australian organisations

Taghian, Mehdi and Shaw, Robin 2005, Marketing planning and business performance : an empirical study of large Australian organisations, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, ANAMAC, Dunedin, N.Z..

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Title Marketing planning and business performance : an empirical study of large Australian organisations
Author(s) Taghian, Mehdi
Shaw, Robin
Conference name Australian and New Zealand Academy of Marketing. Conference (2005 : Fremantle, W.A.)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Academy of Marketing Conference
Publisher ANAMAC
Place of publication Dunedin, N.Z.
Keyword(s) marketing planning
market orientation
organisational performance
market share
overall financial performance
Summary The marketing planning process is said to influence organisational performance. This influence is realised through the adoption of a focused approach aimed at achieving specific marketing objectives, which motivates the adaptation of the internal capabilities of an organisation in facilitating an effective implementation. This study investigated the association of formal marketing planning with business performance. The results showed that marketing planning has a stronger, positive relationship with market share, than with the overall financial performance of the organisation. The study also compared the associations of marketing planning and market orientation variables with the performance measures. The results indicated that the two variables associate at about the same magnitude with market share and the overall financial performance.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005648

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.