%0 Journal Article
%T A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms
%A Mabel Birungi Komunda
%A Aihie Osarenkhoe
%A Daniella Fjellstr&#246
%A m
%A Justus Katusabe
%A Victor Nyongyera
%J Journal of Service Science and Management
%P 694-710
%@ 1940-9907
%D 2023
%I Scientific Research Publishing
%R 10.4236/jssm.2023.166037
%X The purpose of this paper </span><span style=\"font-family:&quot;\">was</span><span style=\"font-family:&quot;\"> to study the
relationship between marketing mix strategies, marketing culture and sales
performance</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:&quot;\">of Ugandan manufacturing
firms. The study used a cross-sectional and quantitative design</span><span style=\"font-family:&quot;\">.</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:&quot;\">D</span><span style=\"font-family:&quot;\">ata</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:&quot;\">wa</span><span style=\"font-family:&quot;\">s collected at a
particular point in time. We employed firm-level data collected by means of a
questionnaire survey sent to a sample of 118 of a total population of 178
manufacturing firms. The primary data was collected</span><span style=\"font-family:&quot;\">,</span><span style=\"font-family:&quot;\"> coded</span><span style=\"font-family:&quot;\">;</span><span style=\"font-family:&quot;\"> correlations and
regression analysis were done using SPSS Version 21. </span><span style=\"font-family:&quot;\">Findings </span><span style=\"font-family:&quot;\">revealed a significant positive relationship
between marketing mix strategies and sales performance, marketing mix
strategies and marketing culture, and marketing culture and sales performance</span><span style=\"font-family:&quot;\">; </span><span style=\"font-family:&quot;\">marketing culture explains</span><span style=\"font-family:&quot;\"> more </span><span style=\"font-family:&quot;\">of the variation in sales performance. The use of
cross-sectional and quantitative methodology limits the researcher¡¯s ability to
make causal inferences and to examine behavioural change over time.
Nevertheless, the insight gained from the conceptual framework and ideas
posited are useful for developing a future research agenda. There is need for<b> </b>manufacturing firms to</span><span style=\"font-family:&quot;\"> promote and recognize
marketing culture and marketing mix strategies </span><span style=\"font-family:&quot;\">among CEOs and sales
representatives.
%K Marketing Mix Strategies
%K Marketing Culture
%K Sales Performance
%K Mbarara City
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=129270