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THE IMPACT OF SALES MANAGERS’ MARKET ORIENTATION ON MARKETING-SALES CONFLICT AND COMPANY PERFORMANCE
Konstantinos Lionakis,George J. Avlonitis 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2
This paper is exploring the role of market orientation adoption by the Sales managers in the creation of effective cross functional relationship between Marketing and Sales and in company performance. Based on data collected from both Marketing and Sales managers in 132 consumer packaged goods companies, the study shows that higher levels of market orientation by the Sales managers are reducing the level of Marketing-Sales conflict as perceived by the Marketing managers and enhancing important performance metrics. The implications of the study for both theory and practice are discussed.
THE IMPACT OF SALES MANAGERS’ MARKET ORIENTATION ON MARKETING-SALES CONFLICT AND COMPANY PERFORMANCE
Konstantinos Lionakis,George J. Avlonitis 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper is exploring the role of market orientation adoption by the Sales managers in the creation of effective cross functional relationship between Marketing and Sales and in company performance. Based on data collected from both Marketing and Sales managers in 132 consumer packaged goods companies, the study shows that higher levels of market orientation by the Sales managers are reducing the level of Marketing-Sales conflict as perceived by the Marketing managers and enhancing important performance metrics. The implications of the study for both theory and practice are discussed.
A MARKETING ANATOMY IN A LASTING RECESSION: THE CASE OF GREECE
Prokopis K. Theodoridis,George J. Avlonitis 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The purpose of this study is to explore marketers’ reaction towards the recession in terms of the applied marketing strategies, tactics and activities and the examination of the marketing budget formulation and its allocation in the context of Greece, where the economic recession is lasting more than six years.
Antonios A. Giannopoulos,George J. Avlonitis 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10
The need for a co-alignment between internal and external marketing has largely been discussed in the literature. In an attempt to increase the conceptual and empirical body of knowledge, the present study follows a systematic presentation of balanced market orientation. After a brief literature review, it tackles research gaps building on theoretical hypotheses. An empirical examination based on 217 questionnaires, addressed to hotel managers, illuminates the role of culture in this context. Results unveil a significant positive relationship between internal marketing, market orientation and firm performance, irrespective of the underlying culture. Opting for a balanced market orientation, hotel managers gain particular insight into its principal axes and their interrelationships in practice.
Antonios A. Giannopoulos,George J. Avlonitis 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The need for a co-alignment between internal and external marketing has largely been discussed in the literature. In an attempt to increase the conceptual and empirical body of knowledge, the present study follows a systematic presentation of balanced market orientation. After a brief literature review, it tackles research gaps building on theoretical hypotheses. An empirical examination based on 217 questionnaires, addressed to hotel managers, illuminates the role of culture in this context. Results unveil a significant positive relationship between internal marketing, market orientation and firm performance, irrespective of the underlying culture. Opting for a balanced market orientation, hotel managers gain particular insight into its principal axes and their interrelationships in practice.