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When sales and marketing align: impact on performance
(Northern Illinois University College of Business, 2015)
Without sales and marketing working to produce revenue, the firm ceases to exist. Yet, given the magnitude of what’s at stake, these two functions are often at odds with one another to the detriment of performance. This ...
Customer–company identification and the effectiveness of loyalty programs
(Elsevier Science, 2015-02)
Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their ...
Brand spillover effects within a sponsor portfolio: the interaction of image congruence and portfolio size
(The Marketing Management Association, 2015)
A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known ...