... to aid in the further development of an instrument designed to measure the strength and directionality of consumer-perceived marketing effectiveness. With the specter of an increasing array of technology-based strategic options going forward, using such an instrument will no doubt become a critically...

...Aydin Kayabasi; Thandiwe Mtetwa Purpose The purpose of this paper is to examine the relationships between marketing effectiveness, marketing capabilities, export market orientation and export performance. Design/methodology/approach The research analyses whether export market orientation...