Creative marketing strategy and effective execution on performance in Pakistan

Creative marketing strategy and effective execution on performance in Pakistan

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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...

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Bibliographic Details
Main Authors: Muhammad Ishtiaq Ishaq, Nazia Munazer Hussain
Format: Article
Language:English
Published: Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo 2016-11-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Marketing strategy
Creativity
Strategic orientation
Firm performance
Pakistan
Online Access:https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/64796

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