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Abstract

The scale measures the extent to which a manager comprehends and supports the goals and objectives of a marketing strategy.

Keywords

Financial Service Marketing Strategy Sales Manager Strategy Commitment Share Leader 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Noble, C. H./ Mokwa, M. P. (1999): Implementing Marketing Strategies: Developing and Testing a Managerial Theory, in: Journal of Marketing, Vol. 63, pp. 57–73.CrossRefGoogle Scholar

Copyright information

© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH Wiesbaden 2007

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