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Strategic marketing processes of Australian companies: a preliminary investigation

Joseph, M., Joseph, B., Poon, S. and Brookbank, R. (2001) Strategic marketing processes of Australian companies: a preliminary investigation. European Business Review, 13 (4). pp. 234-240.

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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.

Item Type: Journal Article
Murdoch Affiliation(s): School of Business
Publisher: Elsevier
Copyright: © 2001 MCB UP Limited
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