« Home

Home » Business & Economics » Business » Baines, Fill & Page: Marketing » Student resources » Seminal paper links » Chapter 08

Baines, Fill & Page: Marketing

Chapter 08

Research Insight 8.1
Gummesson, E. (1990), "Marketing orientation revisited: the crucial role of the part-time marketer", European Journal of Marketing, Vol.25, No.2, pp.60-75
Research Insight 8.2
Piercy, N.F. (1998), "The marketing budgeting process: marketing management implications", Journal of Marketing, Vol.51 (October), pp.45-59
Research Insight 8.3
Kaplan, R.S. and Norton, D.P. (1992), "The balanced scorecard: measures that drive performance", Harvard Business Review, January-February, pp.71-79
Research Insight 8.4
Buzzell, R.D.; Gale, B.T. and Sultan, R.G.M. (1975), "Market share - a key to profitability", Harvard Business Review, January-February, pp.97-106