Purpose – Although there is substantial practitioner evidence for changes in the role and functioning of sales in the twenty-first century, there is little academic research charting new directions for the sales function in a business-to-business context. This paper aims to report on four case...

Purpose – Although there is substantial practitioner evidence for changes in therole and functioning of sales in the twenty-first century, there is littleacademic research charting new directions for the sales function in a business-to-business context. This paper aims to report on four case...

Data from a longitudinal study into the key management success factors in the fair trade industry provide insights into the essential nature of inter-organizational alliances and networks in creating the profitable and growing fair trade market in the UK. Drawing on three case studies and...

Purpose: This paper investigates the increased mass-marketing in the fair trade industry to provide a robust analysis of the industry, participants and growth for use as both a starting point for researchers in this field and as a case study for readers with an interest in any ethical trading...

For decades, one of the key roles of market research has been to help companiesforecast customer acceptance of innovation and of changes to the marketing mix(the 4Ps). However, traditional market research is in danger of being leftbehind by new practices in sales, marketing and R&D. Reflecting...

In a world of limited resources, marketing managers tasked to delivershareholder value face decisions about how to maximize the returns on theirmarketing portfolio. Risk is less often considered. In finance the picture isvery different; financial portfolio management is concerned with both risk...

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...