Implementing an Ambidextrous Sales Strategy at the Front Line: An Internal Marketing Perspective
Ambidextrous sales strategies, wherein managers pursue the concurrent sale of new and existing products, often fail at the front line. A proposed internal marketing perspective accounts for the role
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06/03/2014
• #Marketing
Shift of Consumer Attitude towards the Brand by Means of Heider’s Balance theory
Consumer attitudes toward a brand are largely determined by the behavior of the sales staff. This on-brand behavior has been interpreted as a dyadic relationship between customer and brand. This
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06/03/2014
• #Marketing
Moral Equity and Ethical Climate: Relevance to the Relational Selling Behavior and Sales Performance
In this paper we address two ethical issues relevant to the relational selling behavior and its outcomes: ethical climate within the company and moral equity of individual salesperson. Using primary
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06/03/2014
• #Ethical Culture
Tracking the Evolution of Theory on Marketing-Sales Relationship: Past, Present and Future
Marketing-Sales relationship is an important field of study as these two units are considered the customer-centric team. Scholarly, it was originally addressed in the 90s while today the relevant
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06/03/2014
• #Business Practices
What works in Facebook? Content Versus Relational Communication: A Study of Their Efficiency
Developments in the Internet over the last few decades years have led to changes in the role played by consumers vis-à-vis their exposure to communications. Despite the widespread inclusion of
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06/03/2014
• #Marketing Messaging
Consumer Reactions to Likes and Comments Received in Social Network Sites
Consumers increasingly post comments on brand profile pages and quite often they also get feedback either as likes or as comments to their posts from other consumers. In this research we analyze how
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06/03/2014
• #Culture and Lifestyle
Online Consumer Behavior in E-Stores and Social Networks: An Exploratory Approach for Apparel Retailing
Retailers need to examine consumer behavior in and out the store in order to take effective marketing decisions. Regarding the consumer behavior out the store, the interactions of consumers with the
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06/03/2014
• #Marketing
The Effect of Economic Crisis on Consumer Preferences of Foreign and Domestic Goods: A Cross-Cultural, Longitudinal Study of US, Italy and Lithuania
This research examines the shifts in consumers’ propensity to purchase domestic versus foreign goods before and during an economic crisis. Five potential consumer ethnocentricity models are
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06/03/2014
• #Consumer Activism