TITLE

THE IMPACT OF INTEGRATED MARKETING STRATEGY ON MARKETING PERFORMANCE: AN EMPIRICAL EVIDENCE FROM EXPORTING BUSINESSES IN THAILAND

AUTHOR(S)
Saekoo, Areerat; Chuntarung, Napaporn; Thoumrungroje, Pimnipa
PUB. DATE
December 2012
SOURCE
International Journal of Business Strategy;Dec2012, Vol. 12 Issue 4, p56
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The objective of this study is to examine the relationships among dimensions of integrated marketing strategy, namely, CSR effectiveness, market sensing orientation, brand equity development, and it consequence variables, for instance, new product success, superior customer value, customer satisfaction, and marketing performance via technological change and market uncertainty as moderators. The data are collected from the 1200 exporting businesses who are the members in Thailand's Brand Project. Statistical methods are test through descriptive statistic, correlation and multiple regression analyses. Consistent with our findings, the results exhibit that integrated marketing strategy has positively relationship with new product success and superior customer value. Likewise, customer satisfaction has significant positive influence on marketing performance. Otherwise, there have no moderating effect in this model. Additionally, the potential discussion with the results is implemented in the study. Theoretical and managerial contributions are described. Conclusion, suggestions and directions of the future are presented.
ACCESSION #
84420147

 

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