Md Asadul Islam, Dieu Hack-Polay, Mahfuzur Rahman, Francesca Dal Mas
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Positioning marketing analytics for organisational agility in the ready-made garments industry in an emerging country context
This study aimed to examine the complex forces that influence the adoption of marketing analytics in the ready-made garments (RMG) industry in an emerging country context. The forces for change and...
期刊介绍：
Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.
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