Purpose. This work addresses mixed findings in relationship marketing literature regarding the importance of micro-level (interpersonal) relationships on firm outcome. MethodobgylApproach: The article leverages impression ...

The implementation of social media technology in a firm’s marketing strategy has been adopted by some forward-thinking sales forces. Sharing content and building a network of contacts are the principles behind social ...

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 ...