Despite great attention to developing and disseminating techniques for measuring marketing performance, the extent to … large organizations regarding their ability to measure brand equity, financial returns, and marketing spending, along with … performance. The intensity of measurement through regular review, detailed accounting for marketing spending, and use of …

This paper focuses on examining the sales force transformation process through the sales marketing interface theory …, roles and responsibilities of sales and marketing personnel, and managerial competencies to this process. We suggest that … since firms in emerging markets may lack welldeveloped marketing and sales apparatuses, the transformation process may turn …

-step estimation methods have cracked the problem, fueling a growing literature in both marketing and economics that tackles a host of …

customer base. It involves development of marketing strategy through a better understanding of the entire customer base …

past and but not doing well because of lack of innovative approach in marketing. It is very easy to run when the conditions … develop new products. But marketing innovations in the laboratory of the marketplace are frequently as important in creating …, Kim and Srivastava (1998) also cite the restrictive definition of ‘Innovation' in marketing literature to mean largely …

profitable marketing strategy to target different customer preferences, and provide a larger number of alternative choices to …