The importance of customer-oriented marketing has increased for companies in recent
decades. With the advent of one-customer strategies, especially in e-commerce, traditional …

It has been 25 years since the publication of a comprehensive review of the full spectrum of
sales-performance drivers. This study takes stock of the contemporary field and synthesizes …

In this study, we highlight the need and develop a framework for customer engagement (CE)
by reviewing the marketing literature and analyzing popular press articles. By understanding …

Given the unprecedented reach of social media, firms are increasingly relying on it as a
channel for marketing communication. The objective of this study is to examine the effect of …

Technology enables a firm to produce a granular record of every touchpoint consumers
make in their online purchase journey before they convert at the firm's website. However …

Predicting future customer behavior provides key information for efficiently directing
resources at sales and marketing departments. Such information supports planning the …

This research examines how the marketing and research and development (R&D)
capabilities as well as degree of internationalization influence the innovation performance of …

In today's age of relational selling, a key challenge for salespeople is to determine the
degree to which their customer-oriented behaviors drive sales performance. Therefore, this …

The authors propose a mediated moderation model that links marketing capability from an
outside-in perspective, organizational adaptation mechanism exploitation and exploration …

As social media and virtual communities increase in popularity, the spread of word of mouth
becomes easier, challenging firms to measure and manage the success of marketing …