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Market analysts and marketing strategists stress understanding the fundamental dynamics of a market, but how deeply do they think about the interplay of such fundamentals and what frameworks do they use in such thinking? How do business schools teach managers to think this way? The premise of...
This article examines the influence of heterogeneity within a sales unit on the unit’s satisfaction and performance.Sales unit refers to a set of salespersons working out of the same office and for the same supervisor, andheterogenity refers to salespersons’ dispersion or variance on key...
A growing concern among international marketing managers is how to increase the market orientation and thereby performance of their transnational organizations. This study broaches this issue by investigating how the marketing concept, the heart of the market orientation, may be established in a...
This article describes a study on mothers’ views of television and children’s perceptions of their mothers’ socialization efforts regarding television. Results from the investigation involving 174 mother and child (in Grades 3–6) dyads suggest that mothers’ perceptions of their responsibilities...
This research investigates the impact of selling strategies on selling effectiveness. The authors compare two selling strategies: (1) an agenda strategy, in which a salesperson attempts to influence the structure of the buyer’s decision by suggesting constraints that eliminate competitive...
A multidimensional approach for accuracy of ratings is introduced that examines consumers’ abilities to assess various brands across a set of attributes and attribute performances across a set of brands. A model is presented that addresses the roles of the relevancy of information,...
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