THE IMPACT OF ORGANIZATIONAL VALUES, GOALS, AND CLIMATE ON MARKETING EFFECTIVENESS

We examine the relationship between organizational values, corporate g oals, and climate and marketing effectiveness within the manufacturing sector. Data from 168 marketing executives representing medium to lar ge manufacturing firms revealed that those companies which demonstrate superior marketing effectiveness also have distinguishing value profi les and goal orientations. Respondents stated that a greater importanc e should be placed on many of the values and performance dimensions ex amined. The results provide the following prescription for managers: a n environment must be developed that is supportive of marketing-orient ed strategies.