Corporate Culture: A positive correlate with marketing effectiveness

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dc.contributor.authorNorburn, David
dc.contributor.authorBirley, Sue
dc.contributor.authorDunn, Mark G.
dc.date.accessioned2011-08-12T09:14:29Z
dc.date.available2011-08-12T09:14:29Z
dc.date.issued1984-12
dc.descriptionPresented at Strategic Management Conference, Barcelona, Spain, October 1985en_UK
dc.description.abstractThis 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.identifier.citationD. Norburn, S. Birley and M. G. Dunn, Corporate Culture: A positive correlate with marketing effectiveness, Cranfield School of Management, SWP 85/07, December 1984en_UK
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/5769
dc.language.isoenen_UK
dc.publisherCranfield School of Managementen_UK
dc.relation.ispartofseriesSchool of Management Working Papersen_UK
dc.relation.ispartofseries85/07en_UK
dc.relation.ispartofseriesSWPen_UK
dc.relation.ispartofseries85/07en_UK
dc.titleCorporate Culture: A positive correlate with marketing effectivenessen_UK
dc.typeWorking Paperen_UK

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