Marketing and Sales Research Papers (original) (raw)

There is a dearth of empirical studies focusing on marketing implementation, especially regarding the interplay between different functional areas and service providers. To fill this gap, this paper explores running a communications campaign across several organizations. It takes a practitioner perspective via agency and client interviews embedded within a longitudinal case study. We find that practitioners argue that closer collaboration between sales and marketing functions is vital. However, there appears to be little awareness of some of the processes that influence successful strategy implementation, particularly the impact of inter-personal and inter-organizational relationships. KEYWORDS: Marketing strategy implementation, sales and marketing collaboration, inter-organizational relationships, communications campaign. RESUMO Existe uma escassez de estudos empíricos com foco na implementação de marketing, especialmente no que diz respeito à interação entre diferentes áreas funcionais e provedores de serviços. Para preencher essa lacuna, este artigo explora a execução de uma campanha de comunicação em várias organizações. Ele adota uma perspectiva de praticantes por meio da realização de entrevistas com agências e clientes incorporadas em um estudo de caso longitudinal. Descobrimos que os profissionais argumentam que uma colaboração mais próxima entre as funções de vendas e marketing é vital. No entanto, parece haver pouca consciência de alguns dos processos que influenciam a implementação bem-sucedida da estratégia, particularmente o impacto dos relacionamentos interpessoais e interorganizacionais. PALAVRAS-CHAVE: Implementação de estratégia em marketing, colaboração entre vendas e marketing, relações interorganizacionais, campanhas de comunicação.

- by mark tadajewski
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- Marketing, Case Study Research, Strategic Management, Strategic Planning

As successful tourism firms invest heavily in marketing to defend or improve their competitive position, they increasingly need to measure their marketing performance. Previous studies related to tourism have largely focused on financial and operational performance, but the marketing perspective has been largely overlooked. Drawing on an in-depth investigation involving 12 hotel chains, 8 travel agencies and 8 tour operators, this study provides an overview of the state-of-the-art marketing performance measurements among some of the leading tourism firms in Italy. Several issues and unanswered questions are also identified.

- by Fabio Cassia and +1
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- Business, Information Systems, Management, Marketing

Retail small business leaders face the challenges of retaining their employees. Retail small business leaders are concerned with ineffective retention strategies, which can increase employee turnover and collapse their businesses. Grounded in Herzberg’s two-factor theory the objective of this qualitative multiple case study was to explore small retail business leaders’ strategies to retain employees. The participants comprised 5 small retail business leaders from Minneapolis, Minnesota, who had 5 to 10 years of employee retention experience. Data were collected from semistructured interviews and business documents. Data were analyzed using Yin’s 5-phase process; 5 themes emerged to include frequent communication between management and employees, employee compensation and welfare, employee engagement, employee recognition, and employee advancement. The implications for positive social change include the potential small business leaders to explore effective retention strategies, which can result in stable employment for employees and their families.

Purpose – The purpose of this paper is to explore the implications for the sales function of the infusion of services by formerly product-based firms. In particular, it aims at identifying the changes that need to be made at the sales-function level if the services are to be successfully sold. Design/methodology/approach – This research is an exploratory qualitative case study. Data were collected by focus group discussions and in-depth interviews with relevant managers in three large multinational companies based in Northern Europe, which were pursuing service-led growth. Findings – The effects of service infusion processes on the sales function could be seen with respect to the three parts of the analytical framework: organization, roles, and competences. The results illustrate the need for a changed perspective with respect to all three parts, if a product-based firm is to be successful in the infusing of associated services into its portfolio of offerings. Analysis of the result...

This research is on the importance of customers. This research aims to discuss and to find out about the benefits, roles and challenges customers faces. This research is relevant as it will try to explore the benefit and the importance of customer management and customer relation.Consumers are individuals who buy products and services for personal consumption. Sometimes it is difficult to classify a product as either a consumer or organizational good (Moller, 2001). According to Kotler (1985) stated that a consumer market consists of all the individuals and households who buy or acquire goods and services for personal consumption. Customers or consumers vary tremendously in their ages, income, educational, levels, mobility patterns, and tastes. Marketers have found it worthwhile to distinguish different groups and develop products and service tailored to their particular needs. If a market segment is large enough, some companies may set up special marketing programs to serve this market (Robbins and Coulter, 2012). In order to understand the importance of the customers in this modern era it is vital and cardinal to differentiate between the two groups of external and internal customers. According to Needham and Dransfield (1999) External customers are customers who are not directly connected to the organization and on the other hand an internal customer is a customer who is directly connected to the organization such as the stakeholders, employees, shareholders, but the definition also encompasses creditors and external regulators. The notion of an internal customer, before the introduction of which external customers were, simply, customers-was popularized by quality management writer Joseph M. juran, who introduced it in the fourth edition of his Handbook (Juran, 1988).

Purpose:
The objective of this research is to explore the implications for the sales function of the infusion of services by formerly product-based firms. In particular, it aims at identifying the changes that need to be made at the sales-function level if the services are to be successfully sold.
Design/Methodology:
This research is an exploratory qualitative case study. Data were collected by focus group discussions and in-depth interviews with relevant managers in three large multinational companies based in Northern Europe, which were pursuing service-led growth.
Findings:
The effects of service infusion processes on the sales function could be seen with respect to the three parts of the analytical framework: organization, roles, and competences. The results illustrate the need for a changed perspective with respect to all three parts, if a product-based firm is to be successful in the infusing of associated services into its portfolio of offerings. Analysis of the results identifies key operational initiatives that management needs to understand and implement when corporate and marketing strategies increasingly focus on service-led growth.
Research limitations:
The study was exploratory and vendor centric, which means that it did not quantitatively assess the results or directly involve the customers at whom the services were directed. Also, the choice of business-to-business firms limits the capacity to generalize the findings.
Originality/Value:
Whereas relationship-based and value-based selling are approaches more geared to the sales-force level, the study reported in this paper set out to understand fundamental differences at the sales-function level when firms pursue service-led growth. The findings suggest that the realignment of corporate strategy towards an increased focus on services may have far-reaching implications for the sales function.

It is important for the youth to have a strong foundation based on discipline.

- by Brian Wong Kee Mun
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- Marketing, Marketing Strategy, Marketing Management, Strategic Marketing

Purpose – This paper reviews the contributions of Harry Tosdal, a pioneer of sales and marketing management. It serves to puncture a variety of marketing myths and illuminate a completely neglected concept of the consumer. Design/methodology/approach – This account is based on a close reading of Tosdal's publications. Findings – Tosdal articulated a highly nuanced interpretation of marketing management, market research and sales force management. Each of these elements was keyed into fostering goodwill between firm and customer. Perhaps most importantly, he provides a counterpoint to the idea that the consumer is sovereign in the marketplace. Instead, he makes a case that the ontology of the market is riven by compromise. Originality/value – This paper highlights the concept of the compromising consumer. Arguably, this is a much more empirically realistic conception of the agency we possess in the marketplace than the idea that we move markets in ways absolutely consistent with our desires.

- by mark tadajewski
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- Organizational Behavior, Marketing, Relationship Marketing, Consumer Behavior

Published by Policy Publications in association with Marketing Business and the University of Luton Learn from the experience of other companies how to become more successful at competitive bidding. The report provides a best practice... more

- by Colin Coulson-Thomas
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- Marketing, Bidding, Sales Management, Sales

CSO email list, CSO Mailing List, CSO Email database, CSO Mailing Database, CSO COntact List, CSO Database & CSO Emails from InboxCEO can give you better sales & ROI, which will eventually lead your business to success & increase in brand... more

- by InboxCEO CA
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- Business, Databases, Marketing and Sales

A 172pp A4 format report based on the real life experience of over 300 companies. It explores the key factors which lead to success in winning new business. On each of more than 50 bidding activities and issues, there are charts which show how top quartile new business winners compare with bottom quartile and the average. The report includes 26 detailed checklists which take you through every aspect of pitching for new business.

- by Colin Coulson-Thomas
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- Marketing, Sales Management, Marketing and Sales, Sales and Marketing

The market of furniture industry is one of the most demanded articles throughout the world; human being can't exist in absence of mandatorily needed constituent as-food, fineries & resident. one of the fundamental stuff of merchandize nature of commercial business is the business of furniture making & marketing industry; one of the considerable reason behind the popularity of such merchandize nature of business is the furniture stuff is essentially needed for all. We are one of accredited brand of concern industry of furniture & allied stuffs of furnishing stuffs; we have been being continuously updated our business organization after shifting our business in digital format; which is namely known as-Destinyseatings.com. In order to tackle the competitive environment of business of concern industry of furniture & subsidiary stuffs of furniture manufacturing industry; we have been being strategically implement tactically sound approach of business; in order to catalyze our canopy of business after extending amongst targeted loci of customers; we specifically focus on qualitative intent of design, configuration, size, shapes & shades of concern stuffs of furniture; in order to avail uniquely built fabulously sophisticated collection of furniture & subsidiary stuffs of furniture in all way of desirable availability of concern stuffs of furniture at quite an affordable price within the reach of ordinary customers; one of the notably sound strategy of our business that we intelligently use the potentialities of diverse orientation of designing & décor. These expertise of our workforce efficiently use their degree of talent; in order to design quality stuffs of furniture to quantify our brand as one of the globally accredited brand in domain of furniture making & marketing industry. We handsomely cum desirably offer classically elegant to technically moderate collection of Office furniture in Gurgaon; in order to provide exquisitely needed collection of qualitative stuffs of furniture as Office Chairs in Gurgaon in all specification assemblence in accordance the very customary requirement to fulfill the official cum institutional nature of chairs & furniture as per very official requirement & need of concern organization.

- by Destiny Seatings
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- Ergonomics, Industrial Design, Marketing and Sales

Market in all execution towrds better commercialization of furniture making industry Market is feasibly monitored & regulated under strategical cum statistical paradox of econometric approach of game theory to feasibly sustain in the inclusive order of growth; one's analyst or economist imply the arbitrary order of strategical cum statistical order of approach; in order to conceptually devise the mechanisms of economic growth through inclusive implication of conceptual methodology of data analysis to reach tending accuracy of growth; in way to ascertain the order of predicting accuracy of feasible growth. We have been in business of furniture manufacturing & marketing since more than a decade; in way to tweaking the existing order of digitalization; we have updated our profile after digitally improvising our manual organization after shifting its digital name as Destinyseatings.com; we have been being reliably known as one of one of the pinnacle names amongst the business of concern market of dealing & marketing of furniture making & marketing industry; in order to tap the business of concern industry of furniture marketing & manufacturing; we have been being desirably avail qualitative collections of innovative setup of unique range of handsomely configured blended collections of furniture; in all accordance the need & liking of client & customer towards fulfilling the very requisite need of customary stuffs concerning the need to fulfill the requirement of one's furniture stuffs. One of the bulk order of demand; what market of concerning industry sought from the various kinds of official, institutional & homely need; in order to fulfill the various kinds of accommodational order of requirement; considering the appreciating demand from the likeable nature of industry in concerning sectors of furniture making industry; we handsomely offer the blended collection of classic & technically assembled collections of furniture to fulfill the demand of furniture collection in realm of Office furniture in Noida as well institutional nature of collections; which is handsomely sought by institutional nature of fulfillment of School Furniture in Delhi. Besides these flooded nature of classical collection of varied nature of furniture collections; we desirably offer uniquely build trendier collections of Office chairs in Noidato fulfill the very requirement of administrative nature of furniture collection in accordance the very requisite need of customary preference of choice & requirement as well.

- by Destiny Seatings
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- Industrial Design, Marketing and Sales