The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Purpose – This study dynamically assessed the effectiveness of marketing activities in the generation of product sales, revenue, and profitability in a micro-enterprise, a context that lacks research in marketing. Design/methodology/approach – A longitudinal multilevel study was conducted using...

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Bibliographic Details
Main Authors: Rafael Barreiros Porto, Rafaela da Rocha Costa, Eluiza Alberto de Morais Watanabe
Format: Article
Language:English
Published: Fundação Escola de Comércio Álvares Penteado 2017-07-01
Series:Revista Brasileira de Gestão De Negócios
Subjects:
Marketing activities
business performance
microenterprise
profitability and sales
Online Access:https://rbgn.fecap.br/RBGN/article/view/2911/pdf

Internet

https://rbgn.fecap.br/RBGN/article/view/2911/pdf

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