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Business Owners’ Preferences in Marketing Practices and their Impact on Firm Performance

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  • Ghouri, AM
  • Saleem, F
  • Malik, A
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    Abstract

    This short paper is the extended part of Ghouri, et al. (2011) study. This paper presents the finding about the owners of restaurant and catering businesses marketing practices. This study showed their mindset about the marketing practices. The findings suggest that owners of restaurants and catering businesses practicing advertising and pricing better as compare to overall results of previous study Ghouri et al. (2011). As owner are the whole and soul of the business and can visualize the business and its activities from the top, so he/ she taking right decision regarding advertising and pricing activities of marketing. Overall marketing practices as perspective of owners are very influential on performance which indicated the owners’ will and believe about the marketing practices.

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    File URL: http://mpra.ub.uni-muenchen.de/42168/
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    Bibliographic Info

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 42168.

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    Date of creation: 2012
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    Publication status: Published in International Journal of Economics Business and Management Studies 1.1(2012): pp. 30-35
    Handle: RePEc:pra:mprapa:42168

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    Related research

    Keywords: Owners Preferences; Marketing Practices; Firm Performance; SME;

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    1. Hellmann, Thomas F. & Puri, Manju, 2000. "Venture Capital and the Professionalization of Start-up Firms: Empirical Evidence," Research Papers, Stanford University, Graduate School of Business 1661, Stanford University, Graduate School of Business.
    2. Almira CURRI-MEMETI, 2011. "Public Relations as Promotional Activity," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(11(564)), pages 21-26, November.
    3. Fried, Vance H. & Bruton, Garry D. & Hisrich, Robert D., 1998. "Strategy and the board of directors in venture capital-backed firms," Journal of Business Venturing, Elsevier, vol. 13(6), pages 493-503, November.
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