Corporate Culture
- 1 January 1985
- journal article
- research article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 4 (1) , 65-73
- https://doi.org/10.1080/02650487.1985.11105044
Abstract
This study tests the relationship between the Peters and Waterman cultural criteria of customer closeness and corporate values and the scales of marketing effectiveness as developed by Kotler. Analysis of data collected from 54 mid-American companies suggests a positive association. Marketing effective companies appear to have distinguishing cultural profiles when compared with marketing ineffective companies.Keywords
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