Purpose – The calculations which underlie efforts to balance marketing spending on customer acquisition and customer retention are usually based on either single‐period customer profitability or forecasts of customer lifetime value (CLTV). This paper argues instead for risk‐adjusted CLTV,...

Commentators suggest that the business-to-business sales role is changing and evolving into relationship management. Previous research indicates that a relationship management role is very different from ‘traditional’ sales, and that it may require a different attitude on the part of the...

Purpose: The purpose of this study is to identify and explain how leadership behaviors of sales managers can enhance the development of salespeople within the context of those interpersonal connections and interactions that is the sales ecosystem. Design/methodology/approach: The authors...

Purpose – This paper examines two co‐manufacturing relationships, which were efficient with the aim of understanding why they were not value maximising. Design/methodology/approach – The paper utilises a methodology designed by Wilding and Humphries and based on Williamson's organisation...

There have been repeated calls from top management and marketing academics forgreater accountability in marketing so that the financial returns of marketinginvestments can be more robustly evaluated. These are coalescing around theissue of whether or not marketing delivers shareholder value. One...

This case describes a strategic marketing dilemma facing Tayo Aderinokun, the cofounder and managing director (CEO) of the highly successful Guaranty Trust Bank (GTBank) of Nigeria. In its initial 15 years, GTBank has grown dramatically to become the most respected corporate bank in Nigeria,...