Corporate Culture: A positive correlate with marketing effectiveness

Norburn, David; Birley, Sue; Dunn, Mark G.

dc.contributor.author	Norburn, David
dc.contributor.author	Birley, Sue
dc.contributor.author	Dunn, Mark G.
dc.date.accessioned	2011-08-12T09:14:29Z
dc.date.available	2011-08-12T09:14:29Z
dc.date.issued	1984-12
dc.identifier.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	en_UK
dc.identifier.uri	http://dspace.lib.cranfield.ac.uk/handle/1826/5769
dc.description	Presented at Strategic Management Conference, Barcelona, Spain, October 1985	en_UK
dc.description.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.	en_UK
dc.language.iso	en	en_UK
dc.publisher	Cranfield School of Management	en_UK
dc.relation.ispartofseries	School of Management Working Papers	en_UK
dc.relation.ispartofseries	85/07	en_UK
dc.relation.ispartofseries	SWP	en_UK
dc.relation.ispartofseries	85/07	en_UK
dc.title	Corporate Culture: A positive correlate with marketing effectiveness	en_UK
dc.type	Working Paper	en_UK