A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms
Mabel Birungi Komunda,
Aihie Osarenkhoe,
Daniella Fjellström
et al.
Abstract:The purpose of this paper was to study the relationship between marketing mix strategies, marketing culture and sales performance of Ugandan manufacturing firms. The study used a cross-sectional and quantitative design. Data was collected at a particular point in time. We employed firm-level data collected by means of a questionnaire survey sent to a sample of 118 of a total population of 178 manufacturing firms. The primary data was collected, coded; correlations and regression analysis were done using SPSS V… Show more
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