Firms which wants to achieve successful and powerful competitive advantage must be created corporate marketing culture, developed service quality and internal marketing insight in the business. Through businesses developing internal marketing insight move to corporate behaviour by all of the personel from top management to bottom level, it wil be increased to sutisfaction level of customers and so achieved loyalty of customers. In this study, it is investigated “internal marketing, corporate culture, marketing culture, marketing effectiveness, business performance” through literature review. Consequently, it is emphasized constituting marketing culture has very important and positive influence on the business performance, marketing effectiveness, business purpose
Kurumsal maj”, Açıkögretim Fakültesi Ders Notları, Konu Özetleri, nternet Adresi;http://notoku.com/02-kurumsal-dizayn-kurumsal-kultur-kurumsal-imaj/ , Erisim Tarihi: 01.02.2011.
Pazarlama Faaliyetlerinin Örgütsel Baglılık Unsuru Açısından Degerlendirilmesi: Bir Araştırma”, İstanbul Üniversitesi İşletme İktisadi Enstitüsü Yönetim Dergisi, Yıl 20, Sayı 63, pp.41-58. Internet Adresi; http://www.iie.istanbul.edu.tr/ydsy/ 86
ÇIRPAN, Hüseyin, Mustafa KOYUNCU, (Ocak 1998), “İşletme Kültürünün
Alt Kademe Yöneticileri Üzerindeki Etkisi: Bir Örnek Olay Çalışması”, Öneri Dergisi, C.2, S.9, 223-230.
ÇOBAN, Suzan, (Ocak-Haziran 2004), “Toplam Kalite Yönetimi Perspektifinde çsel Pazarlama Anlayısı”, Erciyes Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı:22, 85-98.
Performansı liskisi: MKB’ye Kote Firmalar Üzerinde Bir Arastırma”, Selcuk Universitesi Sosyal Bilimler Enstitusu Dergisi 01, pp.197-212.
www.sosyalbil.selcuk.edu.tr/sos, (25.02.2012)
DÜNDAR, . Pelin, F. Belma GÜNER FIRLAR, (Bahar 2006), “İçsel Pazarlama ve Toplam Kalite Yönetimi - Türkiye’deki Ulusal Basın İşletmelerinin Değerlendirilmesine Yönelik Bir Araştırma”, Bilig-Türk Dünyası Sosyal Bilimler Dergisi, s.37, 131-153. http://www.yesevi.edu.tr/view_file.php?file_id=24, Erisim Tarihi:
11.2007.
ELLIS, Paul D., (Jul 2006), “Market Orientation and Performance: A Meta-
Analysis and Cross-National Comparisons”, Journal of Management Studies, Vol. 43, Issue 5, pp. 1089-1107, 19p.
ERDEM, Ferda, (1990), “Örgüt Kültürü”, Anadolu Üniversitesi ..B.F. Dergisi ,C.8, 1-12. http://www.scribd.com/doc/17611421/orgut-kulturu, Erisim tarihi: 02.06.2010.
EREM, Tunç, Ö. Baybars TEK, A. Ercan GEGEZ, Deniz BÖRÜ, (2000),
“Global Pazarlarda Pazarlama Stratejilerinin Tasarım ve Uygulamasında Kültürel Etkileşimin Rolü”, 5.Ulusal Pazarlama Kongresi Bildiriler Kitabı, 16-18 Kasım 2000 Antalya, nternet Adresi; http://www.econturk.org/Turkiyeekonomisi/deniz4.pdf, Erisim Tarihi: 20.3.2010.
Olarak İşletmelerde İçsel Bütünleşme ve Dışsal Odaklanma Düzeylerinin
Performansa Etkileri”, Doğuş Üniversitesi Dergisi, Cilt 4, Sayı 1, pp. 55-70.
ERDL, Oya, Hakan KTAPÇI, Ergin TURAN, (Nisan 2005), “Örgüt Kültürünün Kalite Algısına ve sletme Performansına Etkisi”, İktisadi ve İdari Bilimler Dergisi, C.19, S.1, 260-273.
GAO, Yuhui, (Spring 2010), “Measuring Marketing Performance: A Review and A Framework”, Marketing Review, Spring2010, Vol. 10 Issue 1, p25-40, 16p.
HARRISON, Paul James, Robin N. SHAW, (2004), “Intra-organisational
marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library”, Journal:Library Management, Vol.25, NO.8/9, 391-398.
Ö.Faruk SCAN, M. Kürsat TMUROGLU, “Örgüt Kültürünün s Tatmini
Üzerine Etkisi ve Bir Uygulama”, İktisadi ve İdari Bilimler Dergisi, Cilt: 21 Ocak 2007 Sayı: 1, pp.119-135, p.133.
JEAN, Ruey-Jer Bryan, Rudolf R. SINKOVICS, and Daekwan KIM (2010),
“Drivers and Performance Outcomes of Relationship Learning for Suppliers in Cross-Border Customer–Supplier Relationships: The Role of Communication Culture”, Journal of International Marketing, Vol. 18 Issue 1, p63-85, 23p.
Kültürü ile Yöneticinin Yönetsel Tutumları Arasındaki İlişkisellik: 100 Büyük Sanayi Kurulusunda Bir Araştırma”, Süleyman Demirel Üniversitesi, İktisadi ve dari Bilimler Fakültesi Y., C.12, S.3, 163-176.
(Ocak 2008), “Kurum majı Olusumu ve Ölçümü”stanbul: Beta Basım ve Yayım A.S., 1. Baskı.
LEE, Sungho, Sung-Joon YOON, Sanguk KIM, Jong-Whan KANG,
(September 2006), “The Integrated Effect of Market-Oriented Culture and Marketing Strategy on Firm Performance”, Journal of Strategic Marketing, Vol. 14, 245-261.
LEISEN, Birgit, Bryan LILLY, Robert D. WINSOR, (2002), “The Effects of
Organizational Culture and Market Orientation on the Effectiveness of Strategic
Marketing Alliances”, Journal: Journal of Services Marketing,Vol.16, No.3, 201- 222.
LUK, Sherriff T.K., (1997), “An Examination of the Role of Marketing
Culture in Service Quality”, International Journal of Contemporary Hospitality Management, Bradford, Vol. 9, Iss.1, 13-22.
LIU, Shunzhong, (Sep 2009), Organizational Culture and New Service
Development Performance: Insights Form Knowledge Intensive Business Service”,
International Journal of Innovation Management, Sep2009, Vol. 13 Issue 3, p371-392, 22p, p.374
MCNEIL, Margaret, Stephen MYERS, Douglas ADAM, (2001), “The
Reliability of Webster's Marketing Culture Instrument: Some Western Australian Findings”, Asia Pacific Journal of Marketing and Logistics, Patrington, Vol. 13, Iss. 4, 66-79.
MARCUS, Bruce, (2004), “Do Real Professionals Really Do Marketing?-
Building a Marketing Culture For Fun And Survival” The Marcus Letter on
“Internal Marketing, External Marketing, Organizational Competencies and Business Performance”, International Journal of Business Research, Vol.10, No.1, 24-30
OSARENKHOE, Aihie, (2008), “What Characterises the Culture of a Market-Oriented Organisation Applying a Customer-Intimacy Philosophy?”, Database Marketing & Customer Strategy ManagementAugust, Vol.15, ISSN 1741-2439, 169-190.
OPOKU, Robert Ankomah, Nana ATUOBI-YIADOM, Cathryn Serwaah
CHONG, Russell ABRATT, (2009), “The Impact of Internal Marketing on the
Perception of Service Quality in Retail Banking: A Ghanaian Case”, Journal of
PETERS, Linda D., Keith P. FLETCHER, (Sep 2004), “Communication
Strategies and Marketing Performance: An Application of the Mohr and Nevin Framework to Intra-Organisational Cross-Functional Teams”, Journal of Marketing Management, Vol. 20, Issue 7/8, pp. 741-770, 30p.
REID, Mike, (Winter 2005) , “Performance Auditing of Integrated Marketing Communication (IMC) Action and Outcomes”, Journal of Advertising, Vol. 34 Issue 4, p41-54, 14p.
PROCTOR, Tony, (December 2010), “Internal Marketing and its Basis For
Sound Customer Relationship Management”, Journal of Management & Marketing in Healthcare. Vol. 3, No.4, 256–263.
SIMBEROVA, Iveta, (2007), “Internal Marketing as a Part of Marketing
Culture Supporting Value For External Customer”, Economics and Management, Vol.12, ISSN 1822-6515, 470-479.
SIN, Leo Y. M., Alan C. B. TSE, (2000), “How does marketing effectiveness mediate the effect of organizational culture on business performance? The case of service firms”, Journal of Services Marketing, Vol.14, No.4, 295-309.
SIN, Leo Y. M.; Tse, Alan C. B.; Yau, Oliver H. M.; Chow, Raymond P. M.;
Lee, Jenny S. Y., (2005), “Market Orientation, Relationship Marketing Orientation and Business Performance: The Moderating Effects of Economic Ideology and Industry Type”, Journal of International Marketing, Vol. 13 Issue 1, p36-57, 22p,
SHIU, Yung-Ming, and Tsu-Wei YU, (June 2010), “Internal Marketing,
Organisational Culture, Job Satisfaction, and Organisational Performance in Non-Life Insurance”, The Service Industries Journal, Vol. 30, No. 6, pp.793–809.
TURNER, Gregory B., Barbara SPENCER, “Understanding the Marketing
Concept as Organizational Culture, European Journal of Marketing, Vol.31, No.2, 1997, pp:110-121.
USTA, Resul, (2011), “Pazar Yöneliminin Firma Performansına Etkisini
Güçlendiren Stratejik Yönelimler: Literatüre Dayalı Bütünsel Bir Model Önerisi,
Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt 11 - Sayı 3, pp. 65–84.
YARBROUGH, Larry, Neil A. MORGAN, Douglas W. VORHIES, (2011),
“The Impact of Product Market Strategy- Organizational Culture Fit on Business Performance”, Journal of the Academic Marketing Science.V. 39, pp.555–573
Kültürel Oryantasyonlarının Çesitli Performans Boyutlarına Etkileri: Türk malat ve Hizmet sletmeleri Üzerine Bir Saha Arastırması”, Journal of Yasar University, 4(16), 2469-2500.
WANG, Catherine, Tomas HULT, David KETCHEN, Pervaiz K. AHMED,
(Apr2009), “Knowledge management orientation, market orientation, and firm performance: an integration and empirical examination”, Journal of Strategic Marketing, Vol. 17 Issue 2, p99-122, 24p.
WEBSTER, Cynthia, (1995), “Marketing Culture and Marketing
Effectiveness in Service Firms”, The Journal of Services Marketing, Santa Barbara, Vol. 9, Iss. 2, 6-22.
WEBSTER, Cynthia, (February 1993), "Refinement of the Marketing Culture and the Relationship Between Marketing Culture and Profitability of a Service Firm," Journal of Business Research, Vol. 26, Iss. 2, 111-131.
WEBSTER, Cynthia, (Spring 1992), “What Kind of Marketing Culture
Exists in Your Service Firm? An Audit”, The Journal of Services Marketing, ABI/INFORM Global, Vol.6, No. 2, 54-67.
WIESEKE, Jan, Michael AHEAME, Son K. LAM, Rolf Van DICK, (March
, “The Role of Leaders in Internal Marketing”, Journal of Marketing, Vol. 73, 123–145.
ZEYTNOGLU, Günes N., (2008), “Örgüt Kültürü”, Bahar 2008 Dönemi İşletme Kurumu Dersi, Eskisehir Anadolu Üniversitesi Yayınları, İnternet Adresi;http://home.anadolu.edu.tr/~guneszeytinoglu/ppt/kultur.ppt#1, Erisim Tarihi: 19.5.2010.
ZOSTAUTIENE, Daiva, Laura VAICIULENAITE, (2010), “Coherence Model
Between Marketing Culture and Marketing Effectiveness,” Economics and
of Competitive Advantage Development of Panevezys City Companies Through the Elements of Marketing Culture”, Inzinerine Ekonomika-Engineering Economics, Vol.5, ISSN 1392 – 2785, 102-11.
İÇSEL PAZARLAMAYA YÖNELİK OLARAK ÇALIŞANLARIN PAZARLAMA KÜLTÜRÜNÜN OLUŞTURULMASININ İŞLETME PERFORMANSINI ARTTIRMADAKİ ROLÜ
Başarılı ve güçlü bir şekilde rekabet avantajı elde etmek isteyen işletmeler, içsel pazarlama anlayışını, hizmet kalitelerini geliştirmek ve ortak bir pazarlama kültürü oluşturmak zorundadırlar. içsel pazarlama anlayısının gelistigi isletmelerde, tepe yönetimden en alt kademeye kadar tüm çalısanların ortak bir pazarlama kültürü içerisinde davranmaları sayesinde müşteri memnuniyeti artmakta ve bu sayede müşteri sadakati oluşmaktadır. Bu amaçtan yola çıkarak hazırlanan çalısmada, “içsel pazarlama, kurum kültürü, pazarlama kültürü, pazarlama etkinligi, isletme performansı” literatür taraması yoluyla araştırılmıs ve incelenmistir. Pazarlama kültürü oluşturulmasının işletmenin performansına, pazarlama etkinligine, pazarlama amacına olumlu katkıları üzerinde durulmuştur.
Kurumsal maj”, Açıkögretim Fakültesi Ders Notları, Konu Özetleri, nternet Adresi;http://notoku.com/02-kurumsal-dizayn-kurumsal-kultur-kurumsal-imaj/ , Erisim Tarihi: 01.02.2011.
Pazarlama Faaliyetlerinin Örgütsel Baglılık Unsuru Açısından Degerlendirilmesi: Bir Araştırma”, İstanbul Üniversitesi İşletme İktisadi Enstitüsü Yönetim Dergisi, Yıl 20, Sayı 63, pp.41-58. Internet Adresi; http://www.iie.istanbul.edu.tr/ydsy/ 86
ÇIRPAN, Hüseyin, Mustafa KOYUNCU, (Ocak 1998), “İşletme Kültürünün
Alt Kademe Yöneticileri Üzerindeki Etkisi: Bir Örnek Olay Çalışması”, Öneri Dergisi, C.2, S.9, 223-230.
ÇOBAN, Suzan, (Ocak-Haziran 2004), “Toplam Kalite Yönetimi Perspektifinde çsel Pazarlama Anlayısı”, Erciyes Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı:22, 85-98.
Performansı liskisi: MKB’ye Kote Firmalar Üzerinde Bir Arastırma”, Selcuk Universitesi Sosyal Bilimler Enstitusu Dergisi 01, pp.197-212.
www.sosyalbil.selcuk.edu.tr/sos, (25.02.2012)
DÜNDAR, . Pelin, F. Belma GÜNER FIRLAR, (Bahar 2006), “İçsel Pazarlama ve Toplam Kalite Yönetimi - Türkiye’deki Ulusal Basın İşletmelerinin Değerlendirilmesine Yönelik Bir Araştırma”, Bilig-Türk Dünyası Sosyal Bilimler Dergisi, s.37, 131-153. http://www.yesevi.edu.tr/view_file.php?file_id=24, Erisim Tarihi:
11.2007.
ELLIS, Paul D., (Jul 2006), “Market Orientation and Performance: A Meta-
Analysis and Cross-National Comparisons”, Journal of Management Studies, Vol. 43, Issue 5, pp. 1089-1107, 19p.
ERDEM, Ferda, (1990), “Örgüt Kültürü”, Anadolu Üniversitesi ..B.F. Dergisi ,C.8, 1-12. http://www.scribd.com/doc/17611421/orgut-kulturu, Erisim tarihi: 02.06.2010.
EREM, Tunç, Ö. Baybars TEK, A. Ercan GEGEZ, Deniz BÖRÜ, (2000),
“Global Pazarlarda Pazarlama Stratejilerinin Tasarım ve Uygulamasında Kültürel Etkileşimin Rolü”, 5.Ulusal Pazarlama Kongresi Bildiriler Kitabı, 16-18 Kasım 2000 Antalya, nternet Adresi; http://www.econturk.org/Turkiyeekonomisi/deniz4.pdf, Erisim Tarihi: 20.3.2010.
Olarak İşletmelerde İçsel Bütünleşme ve Dışsal Odaklanma Düzeylerinin
Performansa Etkileri”, Doğuş Üniversitesi Dergisi, Cilt 4, Sayı 1, pp. 55-70.
ERDL, Oya, Hakan KTAPÇI, Ergin TURAN, (Nisan 2005), “Örgüt Kültürünün Kalite Algısına ve sletme Performansına Etkisi”, İktisadi ve İdari Bilimler Dergisi, C.19, S.1, 260-273.
GAO, Yuhui, (Spring 2010), “Measuring Marketing Performance: A Review and A Framework”, Marketing Review, Spring2010, Vol. 10 Issue 1, p25-40, 16p.
HARRISON, Paul James, Robin N. SHAW, (2004), “Intra-organisational
marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library”, Journal:Library Management, Vol.25, NO.8/9, 391-398.
Ö.Faruk SCAN, M. Kürsat TMUROGLU, “Örgüt Kültürünün s Tatmini
Üzerine Etkisi ve Bir Uygulama”, İktisadi ve İdari Bilimler Dergisi, Cilt: 21 Ocak 2007 Sayı: 1, pp.119-135, p.133.
JEAN, Ruey-Jer Bryan, Rudolf R. SINKOVICS, and Daekwan KIM (2010),
“Drivers and Performance Outcomes of Relationship Learning for Suppliers in Cross-Border Customer–Supplier Relationships: The Role of Communication Culture”, Journal of International Marketing, Vol. 18 Issue 1, p63-85, 23p.
Kültürü ile Yöneticinin Yönetsel Tutumları Arasındaki İlişkisellik: 100 Büyük Sanayi Kurulusunda Bir Araştırma”, Süleyman Demirel Üniversitesi, İktisadi ve dari Bilimler Fakültesi Y., C.12, S.3, 163-176.
(Ocak 2008), “Kurum majı Olusumu ve Ölçümü”stanbul: Beta Basım ve Yayım A.S., 1. Baskı.
LEE, Sungho, Sung-Joon YOON, Sanguk KIM, Jong-Whan KANG,
(September 2006), “The Integrated Effect of Market-Oriented Culture and Marketing Strategy on Firm Performance”, Journal of Strategic Marketing, Vol. 14, 245-261.
LEISEN, Birgit, Bryan LILLY, Robert D. WINSOR, (2002), “The Effects of
Organizational Culture and Market Orientation on the Effectiveness of Strategic
Marketing Alliances”, Journal: Journal of Services Marketing,Vol.16, No.3, 201- 222.
LUK, Sherriff T.K., (1997), “An Examination of the Role of Marketing
Culture in Service Quality”, International Journal of Contemporary Hospitality Management, Bradford, Vol. 9, Iss.1, 13-22.
LIU, Shunzhong, (Sep 2009), Organizational Culture and New Service
Development Performance: Insights Form Knowledge Intensive Business Service”,
International Journal of Innovation Management, Sep2009, Vol. 13 Issue 3, p371-392, 22p, p.374
MCNEIL, Margaret, Stephen MYERS, Douglas ADAM, (2001), “The
Reliability of Webster's Marketing Culture Instrument: Some Western Australian Findings”, Asia Pacific Journal of Marketing and Logistics, Patrington, Vol. 13, Iss. 4, 66-79.
MARCUS, Bruce, (2004), “Do Real Professionals Really Do Marketing?-
Building a Marketing Culture For Fun And Survival” The Marcus Letter on
“Internal Marketing, External Marketing, Organizational Competencies and Business Performance”, International Journal of Business Research, Vol.10, No.1, 24-30
OSARENKHOE, Aihie, (2008), “What Characterises the Culture of a Market-Oriented Organisation Applying a Customer-Intimacy Philosophy?”, Database Marketing & Customer Strategy ManagementAugust, Vol.15, ISSN 1741-2439, 169-190.
OPOKU, Robert Ankomah, Nana ATUOBI-YIADOM, Cathryn Serwaah
CHONG, Russell ABRATT, (2009), “The Impact of Internal Marketing on the
Perception of Service Quality in Retail Banking: A Ghanaian Case”, Journal of
PETERS, Linda D., Keith P. FLETCHER, (Sep 2004), “Communication
Strategies and Marketing Performance: An Application of the Mohr and Nevin Framework to Intra-Organisational Cross-Functional Teams”, Journal of Marketing Management, Vol. 20, Issue 7/8, pp. 741-770, 30p.
REID, Mike, (Winter 2005) , “Performance Auditing of Integrated Marketing Communication (IMC) Action and Outcomes”, Journal of Advertising, Vol. 34 Issue 4, p41-54, 14p.
PROCTOR, Tony, (December 2010), “Internal Marketing and its Basis For
Sound Customer Relationship Management”, Journal of Management & Marketing in Healthcare. Vol. 3, No.4, 256–263.
SIMBEROVA, Iveta, (2007), “Internal Marketing as a Part of Marketing
Culture Supporting Value For External Customer”, Economics and Management, Vol.12, ISSN 1822-6515, 470-479.
SIN, Leo Y. M., Alan C. B. TSE, (2000), “How does marketing effectiveness mediate the effect of organizational culture on business performance? The case of service firms”, Journal of Services Marketing, Vol.14, No.4, 295-309.
SIN, Leo Y. M.; Tse, Alan C. B.; Yau, Oliver H. M.; Chow, Raymond P. M.;
Lee, Jenny S. Y., (2005), “Market Orientation, Relationship Marketing Orientation and Business Performance: The Moderating Effects of Economic Ideology and Industry Type”, Journal of International Marketing, Vol. 13 Issue 1, p36-57, 22p,
SHIU, Yung-Ming, and Tsu-Wei YU, (June 2010), “Internal Marketing,
Organisational Culture, Job Satisfaction, and Organisational Performance in Non-Life Insurance”, The Service Industries Journal, Vol. 30, No. 6, pp.793–809.
TURNER, Gregory B., Barbara SPENCER, “Understanding the Marketing
Concept as Organizational Culture, European Journal of Marketing, Vol.31, No.2, 1997, pp:110-121.
USTA, Resul, (2011), “Pazar Yöneliminin Firma Performansına Etkisini
Güçlendiren Stratejik Yönelimler: Literatüre Dayalı Bütünsel Bir Model Önerisi,
Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt 11 - Sayı 3, pp. 65–84.
YARBROUGH, Larry, Neil A. MORGAN, Douglas W. VORHIES, (2011),
“The Impact of Product Market Strategy- Organizational Culture Fit on Business Performance”, Journal of the Academic Marketing Science.V. 39, pp.555–573
Kültürel Oryantasyonlarının Çesitli Performans Boyutlarına Etkileri: Türk malat ve Hizmet sletmeleri Üzerine Bir Saha Arastırması”, Journal of Yasar University, 4(16), 2469-2500.
WANG, Catherine, Tomas HULT, David KETCHEN, Pervaiz K. AHMED,
(Apr2009), “Knowledge management orientation, market orientation, and firm performance: an integration and empirical examination”, Journal of Strategic Marketing, Vol. 17 Issue 2, p99-122, 24p.
WEBSTER, Cynthia, (1995), “Marketing Culture and Marketing
Effectiveness in Service Firms”, The Journal of Services Marketing, Santa Barbara, Vol. 9, Iss. 2, 6-22.
WEBSTER, Cynthia, (February 1993), "Refinement of the Marketing Culture and the Relationship Between Marketing Culture and Profitability of a Service Firm," Journal of Business Research, Vol. 26, Iss. 2, 111-131.
WEBSTER, Cynthia, (Spring 1992), “What Kind of Marketing Culture
Exists in Your Service Firm? An Audit”, The Journal of Services Marketing, ABI/INFORM Global, Vol.6, No. 2, 54-67.
WIESEKE, Jan, Michael AHEAME, Son K. LAM, Rolf Van DICK, (March
, “The Role of Leaders in Internal Marketing”, Journal of Marketing, Vol. 73, 123–145.
ZEYTNOGLU, Günes N., (2008), “Örgüt Kültürü”, Bahar 2008 Dönemi İşletme Kurumu Dersi, Eskisehir Anadolu Üniversitesi Yayınları, İnternet Adresi;http://home.anadolu.edu.tr/~guneszeytinoglu/ppt/kultur.ppt#1, Erisim Tarihi: 19.5.2010.
ZOSTAUTIENE, Daiva, Laura VAICIULENAITE, (2010), “Coherence Model
Between Marketing Culture and Marketing Effectiveness,” Economics and
of Competitive Advantage Development of Panevezys City Companies Through the Elements of Marketing Culture”, Inzinerine Ekonomika-Engineering Economics, Vol.5, ISSN 1392 – 2785, 102-11.
Ene, S. (2015). İÇSEL PAZARLAMAYA YÖNELİK OLARAK ÇALIŞANLARIN PAZARLAMA KÜLTÜRÜNÜN OLUŞTURULMASININ İŞLETME PERFORMANSINI ARTTIRMADAKİ ROLÜ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(10). https://doi.org/10.18092/ijeas.47718