%0 Journal Article
%T The impact of marketing resources on corporate competitiveness
%A Tam¨¢s Gyulav¨¢ri
%A Zs¨®fia Kenesei
%J Tr£¿i£¿te/Market
%D 2012
%I Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
%X The objective of this paper is to analyze the association between marketing resources and corporate competitiveness. Empirical data were collected by a survey of 300 domestic organizations and the results were compared to the ones of a similar research conducted five years before. We have found that all the marketing resources investigated have a significant effect on marketing performance. Among them the most marketing-related resource dimension, called market management, excels regarding the strength of the association with competitiveness. Clusters of companies were formulated and analyzed. A small group of the companies investigated (12%) managed to advance in the development and possession of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant.
%K marketing resources
%K marketing assets
%K marketing capabilities
%K corporate competitiveness
%K corporate performance
%U http://hrcak.srce.hr/file/127480