Abstract
It has been suggested that an effective marketing strategy is one in which environmental opportunities are matched with organizational resources. Despite the importance of marketing strategies to a firm's success, only a few researchers have investigated empirically strategic objectives. Furthermore, previous research has not incorporated multiple indicators of the outcomes of marketing strategic objectives. The purpose of this study is to analyze the role of traditional marketing objectives in the strategic planning process. Implications for retail managers and researchers are provided.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Cronin, J.J., Skinner, S.J. (2015). The Marketing-Finance Interface: The Impact of Marketing Objectives and Financial Conditions on Retail Profitability. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_38
Download citation
DOI: https://doi.org/10.1007/978-3-319-16943-9_38
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
eBook Packages: Business and EconomicsBusiness and Management (R0)