Effective Marketing in Taiwan: Profiles of the Top Performers

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 March 1992


Seeks to identify the top performing companies in Taiwan and examine the contribution that marketing has made to their performance. Findings of the study reveal that organizations moving from a production and selling orientation to a marketing approach will be more effective.



Lai, W.B., Huang, J.Y., Hooley, G., Lynch, J. and Yau, O. (1992), "Effective Marketing in Taiwan: Profiles of the Top Performers", European Journal of Marketing, Vol. 26 No. 3, pp. 5-17. https://doi.org/10.1108/EUM0000000000636




Copyright © 1992, MCB UP Limited

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