Generating marketing resources by means of R&D activities in high technology firms

Article Abstract:

This article argues that R&D activity may be used creatively to enhance marketing. It specifically considers the activities of R&D and marketing in small high technology firms where there are insights to be gained about organizing for flexibility. It is argued that the R&D process can be approached not only as a technical exercise, but as a social interaction. The discussion provides managerial suggestions and outlines a research agenda for the investigation of organizational issues influencing the R&D-marketing interface. (Reprinted by permission of the publisher.)

Research, High technology industry, Industrial research

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Beyond the one-dimensional marketing manager: the discourse of theory, practice and relevance

Article Abstract:

Closing the gap between theory and practice is the ultimate aim of the search for 'relevance.' A critical analysis of this subject, a quality that is widely attributed to research, results in the notion that it is perhaps the marketing academies who are responsible for perpetuating the concept of the gap's existence and the myth of its solution. It is suggested that the pursuit of 'relevance' in marketing practices is simply a way by which the marketing academies ensures their continuity.

Market Research, Marketing Management NEC, Study and teaching, Marketing research, Industrial management

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Aligning sales management and relationship marketing in the services sector

Article Abstract:

The development of sales and customer relationship management in Greek service industries are discussed.

Greece, Marketing procedures, Sales Management, Service Industries, Case studies, Services industry, Customer relationship management, Customer relations

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