Marketing culture and marketing effectiveness in service firms
Abstract
Examines the importance of the marketing culture of a service firm by pinpointing the strength of its association with marketing effectiveness. First, collects data to validate and purify a measure of marketing effectiveness. Second, undertakes a procedure to discover the nature of the relationship between the kind of marketing culture a firm has and its marketing effectiveness. The findings reveal a strong relationship between these two constructs even when the possible effects of firm size and geographical scope are removed.
Keywords
Citation
Webster, C. (1995), "Marketing culture and marketing effectiveness in service firms", Journal of Services Marketing, Vol. 9 No. 2, pp. 6-21. https://doi.org/10.1108/08876049510085973
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited