文章基本信息

标题：Do creative marketing strategy and its effective execution promote business performance? An empirical assessment
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作者：Basharat Naeem ; Muhammad Musarrat Nawaz ; Asghar Ali Rana 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：30
页码：12108-12113
DOI：10.5897/AJBM11.1154
语种：English
出版社：Academic Journals
摘要：The present study aimed at investigating the impact of creative marketing strategy and marketing strategy implementation effectiveness on business performance across diversified industries of Pakistan. Structured questionnaire was personally administered to collect the data from marketing and sales managers of business units from eleven corporate sectors of Pakistan. Bivariate regression analyses endorsed that creativity marketing strategy and its effective implementation had significant role in promoting business performance. Based on survey findings, marketing management is urged to launch change programs to promote innovativeness in marketing strategy crafting and to ensure its perfect execution to gain superior business performance. This study is first of its kind (to the best knowledge of the researchers) to examine the relationship of marketing strategy creativity and marketing strategy implementation effectiveness with business unit performance in corporate sector of Pakistan. In addition, the findings contribute to improving our understanding regarding how to foster business performance.
关键词：Marketing strategy creativity; marketing strategy implementation effectiveness; business unit performance; corporate sector; Pakistan