The perceived contribution of the practise of strategic marketing on the performance of South African companies

Article


Jansen van Rensburg, M., Venter, P. and Strydom, J.W. 2012. The perceived contribution of the practise of strategic marketing on the performance of South African companies. Journal of Contemporary Management. 9 (1), pp. 24-47.
TypeArticle
TitleThe perceived contribution of the practise of strategic marketing on the performance of South African companies
AuthorsJansen van Rensburg, M., Venter, P. and Strydom, J.W.
Abstract

Despite criticism that the marketing discipline has a diminished role and influence within academia and business, there is general agreement that strategic marketing practice could contribute to company performance. The focus of this article is on how South African companies implement key strategic marketing concepts in order to establish a pattern of organisational behaviour around strategic marketing practice. The perceived contribution of these practices on company performance is also established. The South African perspective provides new insight into the practice and compliance of marketers within the context of developing countries. Insight of 167 South African marketing executives, obtained by means of a quantitative survey, suggests that although most firms performed strategic marketing activities, they were less confident that they established a competitive advantage or customer insight from doing so. The relative importance of customer insight was demonstrated by the fact that it had a significant correlation with financial performance, whereas segment-based marketing activities did not. Merely 'ticking the boxes' and performing strategic marketing activities for the sake of it is thus not enough to improve financial performance.

JournalJournal of Contemporary Management
ISSN
Electronic1815-7440
Publication dates
Online01 Jan 2012
Print01 Jan 2012
Publication process dates
Deposited29 May 2024
Output statusPublished
Web address (URL)https://hdl.handle.net/10520/EJC51125
LanguageEnglish
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