NDLI: The Marketing Mix Strategy in Influence to the Competitive Advantage

Content Provider	Semantic Scholar
Author	Chumaidiyah, Endang
Copyright Year	2014
Abstract	Marketing mix related to the importance and contribution of the elements on the marketing mix that shows how these elements can provide a source of competitive advantage. Marketing mix strategy have high impact to the competitive advantage but each elements of marketing mix have different contribution. The objective of this paper is to examine the influence of the marketing mix to the competitive advantage partially and simultaneously in Indonesia telecommunication services companies. The test statistic using path analysis and the result show that the elements of marketing mix strategy increasing to the competitive advantage simultaneously and significantly.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://iieom.org/ieom2014/pdfs/176.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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