For too long, marketers have not been held accountable for showing how marketing
expenditures add to shareholder value. As time has gone by, this lack of accountability has …

Research and theoretical development in marketing have borrowed from and relied heavily
on the behavioral and management sciences. Concepts from economics, psychology …

Competitive advantage is achieved when organizations deliver superior value by
discovering and responding to the desires of customers more effectively than competitors …

Since its first entry into the literature discussion in the 1980s, customer relationship
management (CRM) has found its way into nearly every company. Concepts like …

Market-and customer-oriented activities represent a major resource investment for a firm.
Activity-based costing (ABC) provides an enhanced means for marketers to assess the cost …

Market-oriented businesses are concerned with customer satisfaction and business
profitability, both in the longer term. Thus the marketing managers need updated decision …

Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for
nearly 20 years, bridges the gap between marketing theory and implementation by showing …

All too often salespeople adopt a sales volume orientation to the detriment of company
profitability. This article presents a diagnostic and prescriptive tool that can assist …

Gernot J. Mödritscher entwickelt ein Modell für Kundenbeziehungen, welches zum einen auf
den Rechengrößen Kosten und Leistungen aufbaut, zum anderen auch eine …

A Strategic Framework for Marketing Control - James M. Hulbert, Norman E. Toy, 1977 Skip to
main content Intended for healthcare professionals SAGE Journals Home Search this journal …