An investigation into how marketers cope with an environment of high complexity and turbulence, with special reference to the South African environment
This study investigated relationships between marketing success, the level of external environmental complexity and turbulence, and marketing mix tactics. The literature suggested that more successful companies in simple and stable environments use stabilising marketing tactics, while more successfu...
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| Format: | Others |
| Language: | English |
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Rhodes University
2004
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| Online Access: | http://hdl.handle.net/10962/d1003873 |