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The relationship between marketing control mechanisms and firm performance

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dc.contributor.authorMontoya, Luz Alexandra
dc.contributor.authorOrtiz-Rendón, Paola Andrea
dc.contributor.authorMunuera Alemán, José Luis
dc.contributor.departmentComercialización e Investigación de Mercados
dc.date.accessioned2025-01-29T12:36:30Z
dc.date.available2025-01-29T12:36:30Z
dc.date.issued2019-05
dc.descriptionConference paperes
dc.description.abstractMarketing professionals and academics face the challenge of showing how marketing costs affect shareholder value. According to literature, marketing control mechanisms affect organizational results, making them a component of marketing performance. However, there is little or no empirical evidence to support that claim, which is why the aim of this study is to examine the relationship between marketing control mechanisms and the marketing process. In particular, the paper focuses on the relationship between the strategic decision-making process with financial and organizational results. The paper based on 201 cross-sectional surveys involving managers of Colombian companies, using PLS-SEM in order to verify the proposed hypotheses. The results show that there is a relationship between marketing control mechanisms and strategic decisions, and that it has a significant impact on organizational results.es
dc.formatapplication/pdfes
dc.format.extent10es
dc.identifier.eissn978-3-9821146-0-6
dc.identifier.urihttp://hdl.handle.net/10201/149620
dc.languageenges
dc.publisherUniversitat Hamburges
dc.relationSin financiación externa a la Universidades
dc.relation.ispartof48th EMAC Annual Conferencees
dc.rightsinfo:eu-repo/semantics/openAccesses
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectMarketing controles
dc.subjectMarketing performancees
dc.subjectFirm performancees
dc.titleThe relationship between marketing control mechanisms and firm performancees
dc.typeinfo:eu-repo/semantics/lecturees
dspace.entity.typePublicationes
relation.isAuthorOfPublication29acaef7-1642-43da-b76e-51f358ef1365
relation.isAuthorOfPublication.latestForDiscovery29acaef7-1642-43da-b76e-51f358ef1365
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