Relational Selling Strategy on SMEs Marketing Performance: Role of Market Knowledge and Brand Management Capabilities
Hendar, Masfufah I., Sudarti K.
Abstract
This conceptual paper explains the role of Relational Selling Strategy in the relationship between Market sensing capabilities and brand management capabilities with Marketing Performance in Small Business Enterprises (SMEs). Market sensing capabilities is part of marketing knowledge, specifically related to market scanning, while brand management capabilities is part of cross-functional capability related to brand knowledge. The linkages between market sensing capabilities and brand management capabilities with relational selling strategy and marketing performance are part of the development of Marketing Dynamic theory that had previously been developed by experts such as Day (1994) and Morgan (2012).
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