Marketing Capabilities and Selling Capabilities. Implementing a Framework Guide for a Business Performance

Anca Cruceru () and Daniel Moise

Journal of Emerging Trends in Marketing and Management, 2017, vol. 1, issue 1, 135-141

Abstract: Business performance depends on many factors: economic context, market trends, competitive environment, customer behavior, managerial competences, marketing and selling capabilities. The literature review offers different approaches to understanding the role of marketing and selling in explaining business performance differences between firms. The case of multinational companies that engage in professional selling based on marketing support differs significantly from small businesses based on entrepreneurial selling. Managers need to find solutions to get a competitive market position and implement successful competitive strategies. In this article, the authors explore the nature of business performance obtained through the marketing and selling capabilities of the firm and develop a conceptual framework guide for analyzing and managing the elements involved in achieving performance. The purpose of this guide is to be a reference for managers who implement the concept of marketing and selling in the company's business. An effective marketing - selling interface is a determining factor for the creation of highly differentiated products / services by the company and perceived by the customers as most suitable for their needs.

Keywords: marketing capabilities; selling capabilities; business performance; marketing strategies. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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