A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms

Komunda, Mabel Birungi (författare): Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda.

Katusabe, Justus (författare): Department of Marketing and Management, Makerere University Business School, Kampala, Uganda.

Nyongyera, Victor (författare): Department of Marketing and Management, Makerere University Business School, Kampala, Uganda.

Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda Företagsekonomi (creator_code:org_t)

Scientific Research, 2023
2023
Engelska.
Ingår i: Journal of Service Science and Management. - : Scientific Research. - 1940-9893 .- 1940-9907. ; 16:06, s. 694-710

Relaterad länk:: https://doi.org/10.4...; visa fler...; https://hig.diva-por... (primary) (Raw object); https://urn.kb.se/re...; https://doi.org/10.4...; visa färre...

Abstract Ämnesord

Stäng

The purpose of this paper was to study the relationship between marketing mix strategies, marketing culture and sales performance of Ugandan manufacturing firms. The study used a cross-sectional and quantitative design. Data was collected at a particular point in time. We employed firm-level data collected by means of a questionnaire survey sent to a sample of 118 of a total population of 178 manufacturing firms. The primary data was collected, coded; correlations and regression analysis were done using SPSS Version 21. Findings revealed a significant positive relationship between marketing mix strategies and sales performance, marketing mix strategies and marketing culture, and marketing culture and sales performance; marketing culture explains more of the variation in sales performance. The use of cross-sectional and quantitative methodology limits the researcher’s ability to make causal inferences and to examine behavioural change over time. Nevertheless, the insight gained from the conceptual framework and ideas posited are useful for developing a future research agenda. There is need for manufacturing firms to promote and recognize marketing culture and marketing mix strategies among CEOs and sales representatives.

Av författaren/redakt...: Komunda, Mabel B ...; Osarenkhoe, Aihi ...; Fjellström, Dani ...; Katusabe, Justus; Nyongyera, Victo ...

Om ämnet

SAMHÄLLSVETENSKAP: SAMHÄLLSVETENSKA ...; och Ekonomi och näri ...; och Företagsekonomi

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.