Integrating Sales Force into Marketing Strategic Planning

Sandra S. Liu; Yiwen Tian

doi:10.1007/978-3-319-11761-4_82

Integrating Sales Force into Marketing Strategic Planning

Sandra S. Liu^*
, Yiwen Tian

^*Corresponding author for this work

Department of Health Care Management

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

The intensely competitive pressure and the changing business landscape in the knowledge economy have compelled companies lead the market through proactive understanding of their customers' perspectives, preferences, and decision making process and, on that basis, designing innovative market offerings. The challenge, however, is how marketers are able to capitalize on their investment in the knowledge management infrastructure recently built in response to the technology advancement and to incorporate with it the benefit market segmentation process for discerning customer values propositions in real time and transferring them in to action able marketing strategies.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	170
Number of pages	1
DOIs	https://doi.org/10.1007/978-3-319-11761-4_82
State	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure

Keywords

Competitive Pressure
Marketing Strategy
Multiple Discriminant Analysis
Segmentation Variable
Strategic Marketing

Access to Document

10.1007/978-3-319-11761-4_82

Cite this

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Integrating Sales Force into Marketing Strategic Planning. / Liu, Sandra S.; Tian, Yiwen.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 170 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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KW - Multiple Discriminant Analysis

KW - Segmentation Variable

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PB - Springer Nature

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Integrating Sales Force into Marketing Strategic Planning

Abstract

Publication series

Bibliographical note

UN SDGs

Keywords

Access to Document

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Cite this