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Please use this identifier to cite or link to this item: http://dspace.lib.cranfield.ac.uk/handle/1826/5769

Document Type: Working Paper
Title: Corporate Culture: A positive correlate with marketing effectiveness
Authors: Norburn, David
Birley, Sue
Dunn, Mark G.
Issue Date: Dec-1984
Citation: D. Norburn, S. Birley and M. G. Dunn, Corporate Culture: A positive correlate with marketing effectiveness, Cranfield School of Management, SWP 85/07, December 1984
Abstract: This study tests the relationship between the Peters and Waterman cultural criteria of customers closeness and corporate values, to scales of marketing effectiveness as developed by Kotler. Analysis of data collected from 54 mid-American companies suggests a positive association. Marketing effective companies appear to have distinguishing cultural profiles when compared to marketing ineffective companies.
URI: http://dspace.lib.cranfield.ac.uk/handle/1826/5769
Appears in Collections:SoM Working and Occasional Papers

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