@incollection{,
	
					
					
					47237C2EBDBC12E01B9841BBBE856BB8
				,
	author={{Michael MncedisiWillie}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}213111
}

@incollection{b0,
	
	
		,
	title={{The impact of distribution channel differentiation on organisational performance: The case of Sameer Africa Limited in Nairobi}}
		,
	author={{
			AAAdimo
		} and {
			OPOsodo
		}}
		
	
	
		,
	journal={{Kenya. International Journal of Business and Management Review}}
		
			5
			2
			
			,
	year={2017}
		
	

}

@book{b1,
	
	
		,
	title={{Strategic marketing: an applied perspective}}
		,
	author={{
			KJAlsem
		}}
		
			,
	year={2007}
			,
	publisher={McGraw-Hill}
			,
	address={New York}
		
	

}

@book{b2,
	
	
		,
	title={{Marketing and the bottom line: The marketing metrics to pump up cash flow}}
		,
	author={{
			TAmbler
		}}
		
			,
	year={2003}
			,
	publisher={Financial Times Prentice Hall}
			,
	address={London, England}
		
	
	,
	note={Second edition}

}

@incollection{b3,
	
	
		,
	title={{Measuring Marketing Performance: Which Way Is Up?}}
		,
	author={{
			TAmbler
		} and {
			FKokkinaki
		}}
		
	
	
		,
	booktitle={{Business Performance Measurement}}
				,
	editor={
			ANeely
		}
		Cambridge
		
			,
	publisher={Cambridge University Press}
			,
	year={2002. 2002. 2002}
			
		
	

}

@book{b4,
	
	
		,
	title={{A Manual for Selecting Sampling Techniques in Research}}
		,
	author={{
			MHAlvi
		}}
		
			,
	year={2016}
			,
	address={Pakistan}
		
		
			University OF Karachi, Iqra University
		
	

}

@book{b5,
	
	
		,
	title={{The Effect of Marketing Distribution Channel Strategies on a Firm's Performance among Commercial Banks in Kenya}}
		,
	author={{
			SAmara
		}}
		
			,
	year={2012}
		
		
			School of Business, University of Nairobi
		
	

}

@incollection{b6,
	
	
		,
	title={{Effectiveness of marketing feess: A brand level case study}}
		,
	author={{
			MBaidya
		} and {
			PBasu
		}}
		
		10.1057/jt.2008.12
		
	
	
		,
	journal={{J Target Meas Anal Mark}}
		
			16
			
			,
	year={2008}
		
	

}

@book{b7,
	
	
		,
	title={{The case for a restricted medical scheme}}
		,
	author={{
			Bizcommunity
		}}
		
		
			,
	year={2017}
		
	

}

@incollection{b8,
	
	
		,
	title={{Operations management and the resource-based view: Another view}}
		,
	author={{
			PBromiley
		} and {
			DRau
		}}
		
		10.1016/j.jom.2015.11.003
	
	
		,
	journal={{Journal of Operations Management}}
		
			41
			
			,
	year={2016}
		
	

}

@incollection{b9,
	
	
		,
	title={{Market orientation and organisational performance: The moderating role of service quality}}
		,
	author={{
			CHChin
		} and {
			MCLo
		} and {
			TRamayah
		}}
		
		
	
	
		,
	journal={{Sage Open}}
		
			3
			4
			2158244013512664
			,
	year={2013}
		
	

}

@incollection{b10,
	
	
		,
	title={{External marketing audit and internal marketing audit. Comparative study}}
		,
	author={{
			GChirla
		} and {
			SFunar
		}}
		
	
	
		,
	journal={{Bulletin UASVM Horticulture}}
		
			67
			2
			
			,
	year={2010}
		
	

}

@incollection{b11,
	
	
		,
	title={{Multiple perspectives of performance measures}}
		,
	author={{
			RHChendall
		} and {
			KLangfield-Smith
		}}
		
	
	
		,
	journal={{European Management Journal}}
		
			25
			4
			
			,
	year={2007}
		
	

}

@incollection{b12,
	
	
		,
	title={{}}
	
	
		,
	journal={{Annual Report}}
		
			,
	year={2018/2019}
			,
	publisher={Pretoria South Africa}
		
	

}

@incollection{b13,
	
	
		,
	title={{Effects of Marketing Strategies on Organizational Performance}}
		,
	author={{
			CODaniel
		}}
	
	
		,
	journal={{International Journal of Business Marketing and Management}}
		
			3
			9
			
			,
	year={2018}
		
	

}

@incollection{b14,
	
	
		,
	title={{Value-Based Marketing}}
		,
	author={{
			PDoyle
		}}
	
	
		,
	journal={{Journal of Strategic Marketing}}
		
			8
			4
			
			,
	year={2000}
		
	

}

@incollection{b15,
	
	
		,
	title={{Sampling methods in Clinical Research; an Educational Review}}
		,
	author={{
			MElfil
		} and {
			ANegida
		}}
		
	
	
		,
	journal={{Emergency}}
		
			5
			1
			e52
			,
	year={2017}
		
	

}

@incollection{b16,
	
	
		,
	title={{The Resource-Based Theory of the Firm and Firm Survival}}
		,
	author={{
			SEsteve-Pérez
		} and {
			JAMañez-Castillejo
		}}
		
	
	
		,
	journal={{Small Business Economics}}
		
			30
			
			,
	year={2008}
		
	

}

@incollection{b17,
	
	
		,
	title={{The role of Advertising in Promoting a Product}}
		,
	author={{
			SFrolova
		}}
		
	
	
		,
	journal={{Journal of Centria University of Applied Science. Available on}}
		
			,
	year={2014. May 2021}
		
	

}

@book{b18,
	
	
		,
	title={{Measuring Marketing Performance: A Review and a Framework: The Marketing Review}}
		,
	author={{
			YGao
		}}
		10.1362/146934710X488924
		
			,
	year={2010. 2010}
			10
			
		
	

}

@incollection{b19,
	
	
		,
	title={{The Relationship between Organizational Resources and Firm Performance of Companies Listed on the Nairobi Securities Exchange}}
		,
	author={{
			AWGitahi
		} and {
			POObonyo
		}}
		
	
	
		,
	journal={{International Journal of Economics, Commerce and Management}}
		
			6
			5
			
			,
	year={2018}
		
	

}

@incollection{b20,
	
	
		,
	title={{Impact of Marketing Strategy on Business Performance a Study of Selected Small and Medium Enterprises (SMES) In Oluyole Local Government}}
		,
	author={{
			AGbolagade
		} and {
			MAAdewale
		} and {
			IOOyewale
		}}
		
		
	
	
		,
	journal={{Journal of Business and Management}}
		
			11
			4
			
			,
	year={2013}
		
	

}

@incollection{b21,
	
	
		,
	title={{Marketing performance measurement: marketing metrics in Turkish firms}}
		,
	author={{
			GHacioglu
		} and {
			OGök
		}}
		
		10.3846/16111699.2012.729156
		
	
	
		,
	journal={{Journal of Business Economics and Management}}
		
			14
			1
			
			,
	year={2013}
		
	

}

@incollection{b22,
	
	
		,
	title={{Market orientation and performance: The interaction effect of entrepreneurial orientation}}
		,
	author={{
			Hussain
		}}
	
	
		,
	journal={{Pakistan Journal of Commerce and Social Sciences (PJCSS)}}
		2309-8619
		
			10
			2
			
			,
	year={2016}
			,
	publisher={Johar Education Society}
		
	

}

@incollection{b23,
	
	
		,
	title={{Competitive Advantage and Its Impact on New Product Development Strategy (Case Study: ToosNirro Technical Firm)}}
		,
	author={{
			ASHosseini
		} and {
			SSoltani
		} and {
			MMehdizadeh
		}}
		
		
		
	
	
		,
	journal={{Journal of Emerging Trends in Economics & Management Sciences}}
		
			4
			3
			
			,
	year={2018. 2013}
		
	
	,
	note={Journal of Open Innovation}

}

@incollection{b24,
	
	
		,
	title={{How marketing capabilities and current performance drive strategic intentions in international markets}}
		,
	author={{
			AKaleka
		} and {
			NAMorgan
		}}
		
	
	
		,
	journal={{Industrial Marketing Management}}
		
			78
			
			,
	year={2017. 2017}
		
	

}

@incollection{b25,
	
	
		,
	title={{A resource-based view on marketing capability, operations capability and financial performance: An empirical examination of mediating role}}
		,
	author={{
			SKamboja
		} and {
			PGoyal
		} and {
			ZRahman
		}}
		
		
	
	
		,
	journal={{Procedia -Social and Behavioral Sciences}}
		
			189
			
			,
	year={2015}
		
	

}

@incollection{b26,
	
	
		,
	title={{The Effects of Marketing Expenses on Firm Performance: Empirical Evidence from the BIST Textile, Leather Index}}
		,
	author={{
			FKonak
		}}
	
	
		,
	journal={{Business and Management Journal of Economics Business and Management}}
		
			3
			
			,
	year={2015}
		
	
	,
	note={Journal of Economics}

}

@incollection{b27,
	
	
		,
	title={{The Relative Impact of Marketing, Research-and-Development, and Operations Capabilities on Firm Performance}}
		,
	author={{
			AKrasnikov
		} and {
			SJayachandran
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			72
			4
			
			,
	year={2008}
		
	

}

@incollection{b28,
	
	
		,
	title={{Marketing strategy and marketing performance measurement system: Exploring the relationship}}
		,
	author={{
			LLamberti
		} and {
			GNoci
		}}
		
	
	
		,
	journal={{European Management Journal}}
		
			28
			2
			
			,
	year={2010}
		
	

}

@incollection{b29,
	
	
		,
	title={{Effects of Product Development on Operating Performance in the Textile Industry}}
		,
	author={{
			CMLiu
		} and {
			KWLin
		} and {
			CJHuang
		}}
		
		
	
	
		,
	journal={{Anthropologist}}
		
			17
			1
			
			,
	year={2014}
		
	

}

@incollection{b30,
	
	
		,
	title={{Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View)}}
		,
	author={{
			DLipnická
		} and {
			J?a?o
		}}
		
	
	
		,
	journal={{Journal of Competitiveness}}
		
			5
			4
			
			,
	year={2013}
		
	

}

@incollection{b31,
	
	
		,
	title={{The critical success factors for the organisational performance of S.M.E.s in Malaysia: a partial least squares approach}}
		,
	author={{
			MayLo
		} and {
			Chiun
		} and {
			YinWang
		} and {
			Chai
		} and {
			ConstanceRinenWah
		} and {
			Justin
		} and {
			TRamayah
		}}
		
		
		
		
		
		
	
	
		,
	journal={{Revista Brasileira de Gestão de Negócios}}
		
			18
			61
			
			,
	year={2016}
		
	

}

@incollection{b32,
	
	
		,
	title={{Sampling: how to select participants in my research study}}
		,
	author={{
			JMartínez-Mesa
		} and {
			DAGonzález-Chica
		} and {
			RPDuquia
		} and {
			RRBonamigo
		} and {
			JLBastos
		}}
		
		
		
		
	
	
		,
	journal={{Anais brasileiros de dermatologia}}
		
			91
			3
			
			,
	year={2016}
		
	

}

@incollection{b33,
	
	
		,
	title={{Effect of product development strategy on performance in the sugar industry in Kenya}}
		,
	author={{
			BMbithi
		} and {
			WMuturi
		} and {
			CRambo
		}}
		
		
	
	
		,
	journal={{International Journal of Academic Research in Business and Social Sciences}}
		
			5
			12
			
			,
	year={2015}
		
	

}

@incollection{b34,
	
	
		,
	title={{}}
		
	
	
		,
	journal={{Medical Schemes Act}}
		
			131
			,
	year={1998. 1998. 18 July 2019}
		
	

}

@book{b35,
	
	
		,
	title={{Accounting for Marketing Activities: Implications for Marketing}}
		,
	author={{
			NMizik
		} and {
			DNissim
		}}
		
		
			,
	year={2011}
		
	

}