Couts d'opportunité liés a la maximisation de la performance en marketing
Source
Revue Française du Marketing, 195, 5, (2003), pp. 39-52ISSN
Publication type
Article / Letter to editor

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Organization
Strategie - t/m 2007
Journal title
Revue Française du Marketing
Volume
vol. 195
Issue
iss. 5
Page start
p. 39
Page end
p. 52
Subject
Relationship ManagementAbstract
The Marketing Concept literature has called for maximizing the
marketing performance of a firm. More recently, the marketing stra-
tegy literature has called for marketing strategy to be explicitly orien-
ted towards delivering shareholder value. In this paper, we empirical-
ly show that the strategy maximizing a firm’s marketing performance
does not maximize its financial performance. Because of this diffe-
rence, the development of a marketing performance maximizing stra-
tegy creates opportunity costs in terms of financial performance. In
this paper, we estimate the size of these opportunity costs for firms
endowed with different kinds of resources and pursuing different
types of strategies.
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- Academic publications [204980]
- Electronic publications [103240]
- Nijmegen School of Management [12933]
- Open Access publications [71779]
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