2024
DOI: 10.21512/bbr.v15i1.10431
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The Influence of Marketing Strategy on Marketing Performance from a Management Perspective in the Disruption Era

I Gusti Ngurah Satria Wijaya,
Annisa Balqis Bashira Syahrir Malintang Latanro,
Ni Nyoman Arie Rahayu Sugianitri

Abstract: The world continues to develop and change, and everything is digital-based in the current era of disruption. The retail industry is one of the business sectors most severely impacted by the COVID-19 pandemic and the disruption era. Numerous businesses or retail issuers also see a drop in sales and even suffer losses. The research aimed to evaluate the most successful marketing tactics toward marketing performance in the disruption era from a management perspective. The major data used came from questionnaires … Show more

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