Creative marketing strategy and effective execution on performance in Pakistan
The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working...
Main Authors: | , |
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Format: | Article |
Language: | English |
Published: |
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2016-11-01
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Series: | RAE: Revista de Administração de Empresas |
Subjects: | |
Online Access: | https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/64796 |