Brahmana, Sunardi Sembiring
(2009)
Strategic Orientations And Marketing Performance Of Indonesian Fm Radio Stations: The Mediating Role Of Program Innovation.
PhD thesis, USM.
Abstract
Tujuan kajian ini adalah untuk mengkaji kesan empat orientasi strategik (orientasi pasaran, orientasi inovasi, orientasi keusahawanan, dan orientasi pembelajaran) ke atas prestasi pemasaran dalam konteks stesen radio FM di Indonesia.
The purpose of this study is to examine the effect of each of the four strategic orientations (market, innovation, entrepreneurship, and learning orientation) on marketing performance in the context of Indonesian FM radio stations.
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