Performance
Vol 14 No 2 (2011): Performance

PENGARUH ADAPTABILITAS PEMASARAN TERHADAP KINERJA PEMASARAN MELALUI HUBUNGAN DENGAN PELANGGAN DAN KEUNGGULAN BERSAING

Suliyanto, Suliyanto (Unknown)

Article Info

Publish Date
05 Apr 2018

Abstract

Puposes of this study were to explain the influence of marketing adaptabilitation on customer relationship and competitive advantage olso to analysis influence of customer relationship and competitive advantage on marketing performance. To test the empirical models, Structural Equation Modeling (SEM) was used. Sample size of this research were 200 owners and/or managers of Small and Medium Enterprises (SMEs) running food and beverage sector in the residency Banyumas areas. The results showed that marketing adaptabilitation has a positive effect on customer relationship and competitive advantage, customer relationship and competitive advantage on marketing performance.  

Copyrights © 2011




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Journal Info
Performance
Website

Abbrev

performance

Publisher

Universitas Jenderal Soedirman

Subject

Education

Description

Performance is our bianually peer-reviewed journal, designed to accommodate research articles in the domain of management science. This journal has been published by Faculty of Economics and Business, Universitas Jenderal Soedirman since 2003. We invite articles in all functional area of management, ...