English, Article edition: The optimal internal marketing strategy in services under open economy Wann-Yih Wu; Cheng-Feng Cheng

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Bookmark: http://trove.nla.gov.au/version/33579
Physical Description
  • article
Language
  • English

Edition details

Title
  • The optimal internal marketing strategy in services under open economy
Author
  • Wann-Yih Wu
  • Cheng-Feng Cheng
Physical Description
  • article
Notes
  • This article attempts to develop a conceptual model to evaluate the optimal internal marketing strategy in services under open economy, and then verifies the effect of this marketing strategy on the satisfaction of marketing channel members. For its conceptual model, this study employs the concept of natural logarithm and Lagrange function to optimize an internal marketing strategy for international service that can maximize satisfaction of marketing channel members. The results suggest that service providers should increase the proportion of their portfolio's standardization strategy in their overall international marketing strategy if the positive association between their standardization strategy and strategic performance is relatively strong. We also provide optimal guideline for determining the allocation of resources. Furthermore, the results of structural equation modelling also ascertain the fitness of structure of the model.
  • RePEc:taf:apeclt:v:16:y:2009:i:8:p:841-845
Language
  • English
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