Marketing information sources and the performance of Australian businesses
Taghian, Mehdi and Shaw, Robin 2006, Marketing information sources and the performance of Australian businesses, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.
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Australian and New Zealand Academy of Marketing Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
This study investigated the various sources of information used by business organisations and their association with business performance indicators. The results showed that larger Australian companies predominantly used various internal and external secondary data sources of information, followed by formal primary marketing research. The study indicated an association between market share and the use of competitors, advertising agencies, and sales promotion agencies as sources of information, while overall financial performance was associated with the use of competitors and media/trade publications.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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