Marketing Aggressiveness Orientation and Marketing Success of Food Business in Thailand
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Abstract
This study investigated the impact of marketing aggressiveness orientation on marketing success in food businesses in Thailand. The subjects of this study were marketing directors or marketing managers in 239 food businesses in Thailand. The data were collected through a mail survey. A regression analysis was used to examine the effects of marketing aggressiveness orientation, marketing competitiveness, and marketing success. The results show that marketing aggressiveness orientation positively influenced marketing competitiveness and marketing success. The study implies that appropriate management practices such as preparing sufficient marketing information can support business decision making.
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