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Marketing Capabilities
In today's ever changing business environment, marketers need to be able to
rapidly identify and react to new growth opportunities. This requires building
and sustaining appropriate marketing capabilities and linking these directly
to the organisation's strategies and economic objectives. This research strength
brings together externally-oriented customer-centric research with internally-focussed
organisational orientation, implementation and performance-related research
themes.
Current areas include:
- Customer relationship management (CRM)
- Business-to-business exchanges and relationships (B2B)
- Services marketing
- Service quality
- Strategic marketing
- Market orientation
- Organisational learning
- Marketing performance measurement and implementation
- Competition and cooperation
- Internal customer orientation
- Innovation
- Resources and capabilities research
Staff
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