The scale measures the extent to which a marketing strategy being implemented is perceived to fit within the broader strategic direction of the organization.


Marketing Strategy Sales Manager Usable Response Share Leader Scale Description 
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.


  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

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