Ab. Aziz, Norazlina and Abdul Majid, Izaidin and Md. Saad, Mohd Shamsuri and Md. Nordin, Shahrina and Lai, Fong Woon (2012) An Examination of Marketing Strategies on Financial Performance within the Context of the Fertilizer Industry in Malaysia: A Conceptual Framework. In: International Conference on Management and Social Sciences and Humanities (ICMeSH), 12-14 June 2012, KLCC Kuala Lumpur.
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Abstract
In recent years there has been a growing emphasis on strategies in marketing in terms of market positioning, brand equity issues, service quality, market segmentation, competitive differentiation, market structure, market expansion, market pattern and so on. This paper presents a conceptual framework for examining the effect of marketing strategy on financial performance within the fertilizer industry in Malaysia. Accounting, market, and risk adjusted performance measures are employed to gauge the financial performance. The framework espoused in this paper will provide insights into the various marketing strategies necessary for a successful introduction of new products in the fertilizer industry. The proposed framework has theoretical significance in filling the gap of the body of knowledge in the implementation of marketing strategy in the Malaysian fertilizer industry. This paper discusses issues in relation to the role of marketing strategy which have profound impact on organizational financial performance.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Technology Management and Technopreneurship > Department of Technopreneurship |
| Depositing User: | Prof Madya Dr. Izaidin Abdul Majid |
| Date Deposited: | 13 Mar 2014 03:09 |
| Last Modified: | 28 May 2015 04:17 |
| URI: | http://eprints.utem.edu.my/id/eprint/11499 |
| Statistic Details: | View Download Statistic |
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