... for the study, while other operational, marketing, institutional and organizational indicators have been identified as independent variables. Data analysis is done in two stages. In the first stage, multivariate analysis of variance ( ANOVA ) is performed using the FPO indicators as the independent variable...

...”. Design/methodology/approach The study is based on the comparison between Italian and a selected group of emerging countries' (Brazil, China, India, Malaysia, Mexico, Thailand and Vietnam) exports of fashion‐related goods to the American market by means of a new index, called the RUPD (revealed unit...

...António Pimenta da Gama Purpose Marketing as a function is under increasing pressure to develop and implement business‐oriented methods and measures to improve its effectiveness. This paper approaches the subject of marketing audits and aims to examine its impact and perceived benefits...

...Diana Woodburn Marketing has habitually avoided performance measurement, pleading difficulties with quantification of its activities and their outcomes. As a result, in many companies marketing has become marginalized to a straightforward marketing communications, whereas, it should hold a pivotal...

... survey of partners and chief executives of 57 consulting firms, carried out to identify existing practices in these firms. The survey results support the need for a more co‐ordinated marketing strategy, increased partnership with other consulting firms, and the need for strategic planning through careful...