Effective Marketing in Taiwan: Profiles of the Top Performers

Abstract

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.

Citation

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