Innovation is one of the basic component use by the corporate as a stretegy to improve productive manufacturing processes, to be able to compete in the market and to establish good reputation to gain positive status in customers¡¯s perception. This paper has been designed to review the...

The paper is aimed at offering a synthesized, but comprehensive review of the relevant marketing performance management literature. While many contributions to measuring and improving marketing performance have been advanced, little previous research has focused on offering a complete overview...

The use of digital resources through digital marketing is an option to be able to reach customers, build interactions with customers in real time and finally achieve customer satisfaction. This research intends to determine the influence of entrepreneurial marketing through digital marketing...

Covid-19 has caused an economic recession, including uncertainty over the food and beverage sector. One of the layers of business that is vulnerable to pandemic attacks is cafés and restaurants. In early 2020-2022, many café and restaurant businesses have been closed as a series of polemics...

This study examines the relationship between product/service and promotion adaptation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 1047 Thai-Foreign IJVs in Thailand. The sample...

This study examines the relationship between market orientation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 831 Thai-Foreign IJVs in Thailand. The sample consisted of 161 firms that...

Many organizations, including industrial and domestic products firms, no doubt, experience sub-optimal or even poor marketing performance. With the notion that sales force performance positively correlates with marketing performance, organizations view salesforce ineffectiveness and incompetence...

In the last few decades, both marketing theory and practice have gone through a transformation process, from the approach based on the marketing mix concept (the traditional/transactional approach in marketing) to a relationship-based approach. As a strategic orientation, relationship marketing...

Skepticism and disappointment have replaced the initial enthusiasm about CRM. The disappointing results of CRM-projects are often related to difficulties that managers encounter in embedding CRM in their strategy and organization structure. In this article we present a classification scheme on...