Research Information System
International Journal of Commerce and Management, vol.7, no.2, pp.99-105, 1997 (Scopus)
This article describes the perceptions of 77 senior executives within smaller firms and the extent to which the marketing concept is practiced within their company. The study was conducted among manufacturing firms in three provinces of the Cukurova region of Turkey. The aim of the research was to discover the factors which determine the level of marketing effectiveness of small and medium sized firms.