TY  - JOUR
AB  - With increasing emphasis by many companies on gaining competitive
advantages, both locally and on a global basis, the significance of
marketing as a driving force for business operations and strategic
planning has been studied in a number of countries. Compares the
marketing effectiveness of better‐performing companies in Australia, New
Zealand and Singapore, based on an extension of recent studies in these
countries. The comparison indicates some significant differences in
aspects of marketing between the better performers in Australia, New
Zealand and Singapore, in how individual companies view the role of
marketing in their operations, and in how the marketing activity is
organized. Concludes that these differences could take on strategic
significance when companies in the three countries strive for global
expansion of markets.
VL  - 12
IS  - 7
SN  - 0263-4503
DO  - 10.1108/02634509410065519
UR  - https://doi.org/10.1108/02634509410065519
AU  - Ghosh B.C.
AU  - Schoch H.P.
AU  - Taylor D.B.
AU  - Kwan W.W.
AU  - Sock Kim Teo
PY  - 1994
Y1  - 1994/01/01
TI  - Top Performing Organizations of Australia, New Zealand and Singapore: A Comparative Study of Their Marketing Effectiveness
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 39
EP  - 48
Y2  - 2024/04/19
ER  -