Tab Article
This Text gives hands-on theoretical insights and practical guidelines for the most relevant problems in global marketing. In a market economy, in addition to innovations in products and production processes, there are also innovations in the marketing of products. The development of new marketing tools and methods plays an important role in the evolution of industries. In recent years, for instance, new ways of gathering consumer information through innovative marketing programs and technologies have enabled rms to reach consumers more e ectively and to use pricing strategies that were previously not feasible. It aims to investigate the relationship among three dimensions of marketing innovation strategy (learning orientation, rm entrepreneurship and research and development innovation strategy) on marketing performance through mediating in uences of new product development, customer responsiveness, marketing e ectiveness and marketing advantage.