Current views on value creation emphasize the role of the customer, mutual investments, and value co-creation. Nevertheless, at present the customer-focused research concentrates on value expectations and value experiences as outcomes but disregards the analysis of potential value that is...

Sales and marketing integration plays a crucial role in improving overall performance of the organisation. This research demonstrates the advantages of a close linkage between sales and marketing and evaluates its impact on the organisation performance. Sales and marketing integration is a...