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

Author

Listed:
  • Anca Francisca Cruceru

    (The Bucharest University of Economic Studies)

  • Daniel Moise

    (The Bucharest University of Economic Studies)

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.

Suggested Citation

  • Anca Francisca Cruceru & Daniel Moise, 2017. "Marketing Capabilities and Selling Capabilities. Implementing a Framework Guide for a Business Performance," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 135-141, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:135-141
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    References listed on IDEAS

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    1. Yiannis E. Spanos & Spyros Lioukas, 2001. "An examination into the causal logic of rent generation: contrasting Porter's competitive strategy framework and the resource‐based perspective," Strategic Management Journal, Wiley Blackwell, vol. 22(10), pages 907-934, October.
    2. Guenzi, Paolo & Troilo, Gabriele, 2007. "The joint contribution of marketing and sales to the creation of superior customer value," Journal of Business Research, Elsevier, vol. 60(2), pages 98-107, February.
    3. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
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    More about this item

    Keywords

    marketing capabilities; selling capabilities; business performance; marketing strategies.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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