Emerald Login
   

Welcome guest

Article Request:
Marketing planning, market orientation and business performance

Article Information:

Title:

Marketing planning, market orientation and business performance

Author(s):

Sue Pulendran, Richard Speed, Robert E. Widing II

Journal:

European Journal of Marketing

Year:

2003

Volume:

37

Issue:

3/4

Page:

476 - 497


ISSN:

0309-0566


DOI:

10.1108/03090560310459050

Publisher:

MCB UP Ltd

Document Access:

Existing customers:

Please login above.

Purchase this document:
Price payable: GBP £13.00
plus handling charge of GBP £1.50 and VAT where applicable.
Purchase

Request this document:
Print or e-mail a document request to your librarian.
Request

Reprints & permissions:
Image: Rightslink Request

Abstract:

This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance. Our findings suggest that high quality marketing planning can lead to performance benefits, but as antecedent to a market orientation, rather than as an independent activity.

Keywords:

Company performance, Market orientation, Marketing concept, Marketing planning


Article Type:

Research Paper


Article URL:

http://www.emeraldinsight.com/10.1108/03090560310459050

Top