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Strategic marketing processes of Australian companies: a preliminary investigation

Mathew Joseph (Mathew Joseph is Associate Professor of Marketing, School of Business, Georgia College and State University, Milledgeville, Georgia, USA.)
Beatriz Joseph (Beatriz Joseph is Director for Institutional Research and Planning, Georgia Military College, Milledgeville, Georgia, USA.)
Simpson Poon (Simpson Poon is Associate Professor, School of Business, Murdoch University, Western Australia.)
Roger Brookbank (Roger Brookbank is Associate Professor, Department of Marketing and International Management, University of Waikato, Hamilton, New Zealand.)

European Business Review

ISSN: 0955-534X

Article publication date: 1 August 2001

1175

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 .

Keywords

Citation

Joseph, M., Joseph, B., Poon, S. and Brookbank, R. (2001), "Strategic marketing processes of Australian companies: a preliminary investigation", European Business Review, Vol. 13 No. 4, pp. 234-240. https://doi.org/10.1108/EUM0000000005538

Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

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