Strategic marketing processes of Australian companies: a preliminary investigation

M. Joseph; B. Joseph; S. Poon; R. Brookbank

doi:10.1108/EUM0000000005538

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Strategic marketing processes of Australian companies: a preliminary investigation

Journal article

Peer reviewed

Strategic marketing processes of Australian companies: a preliminary investigation

M. Joseph, B. Joseph, S. Poon and R. Brookbank

European Business Review, Vol.13(4), pp.234-240

2001

DOI: https://doi.org/10.1108/EUM0000000005538

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Abstract

The current Asian crisis has created awareness among Australian companies of the need to reassess their marketing strategy with the goal of becoming more competitive in the market place. This study looks at strategy development among companies with the view of providing insight into the development process. A sample of 850 companies were contacted and 216 useable questionnaires were analysed (response rate of 21.4 per cent). Key findings and strategic implications are discussed.

Details

Title: Strategic marketing processes of Australian companies: a preliminary investigation
Authors/Creators: M. Joseph (Author/Creator) - Georgia College & State University
B. Joseph (Author/Creator)
S. Poon (Author/Creator)
R. Brookbank (Author/Creator)
Publication Details: European Business Review, Vol.13(4), pp.234-240
Publisher: Elsevier
Identifiers: 991005543258707891
Murdoch Affiliation: Former School of Business
Language: English
Resource Type: Journal article

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