Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing’s...

This study critically examines the widely-held view that the role of marketing in corporations is in decline. Based on interviews and discussions with top marketing executives and chief executive officers from a broad sample of leading U.S. and global corporations, we describe major changes that...

Product-harm crises often result in product recalls that can have a significant impact on a firm’s reputation, sales, and financial value. In managing the recall process, some firms adopt a proactive strategy in responding to consumer complaints while others are more passive. In this study, we...

In this paper, the authors discuss the importance of customer relationship management (CRM) systems in complex and simple selling settings and examine how CRM is implemented in both contexts. Specifically, they suggest that CRM strategies can be implemented from the top-down, originating from...

In the early 21st century, firms are thinking seriously and practically about an interactive marketing paradigm—one that integrates mass scale with individual responsiveness. The focus of this paper is on how this interactive environment is changing the customer decision-making process. With...

Even though auctions are capturing an increasing share of commerce, they are typically treated in the theoretical economics literature as isolated. That is, an auction is typically treated as a single seller facing multiple buyers or as a single buyer facing multiple sellers. In this paper, we...