Marketing orientation can be described as a culture in which organizations strive to create superior value for their customers (and superior performance for the business) by focusing on customer needs and long-term profitability. Some studies have found that firms with a high degree of marketing orientation experience improved performance; others have found mixed or non-significant results. Whi...

Entrepreneurship education (EPE) plays a vital role to enhance employment creation and reduce poverty. Marketing audit is a main tool for evaluating and improving the marketing performance in a manufacturing or service sector. Despite the vast amount of literature which emphasizes entrepreneurship education, no empirical studies address the marketing audit model for EPE in the higher education ...

The marketing function in many companies has come to consume what many believe to be a disproportionately high share of corporate resources, inviting intense scrutiny from corporate cost-cutters. Further, there appears, at a macro level, to be a low correlation between the level of spending on marketing and measures of overall financial performance or competitive position; many firms are gettin...