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Relational Selling Strategy on SMEs Marketing Performance: Role of Market Knowledge and Brand Management Capabilities

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Complex, Intelligent, and Software Intensive Systems (CISIS 2019)

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Abstract

This conceptual paper explains the role of Relational Selling Strategy in the relationship between Market sensing capabilities and brand management capabilities with Marketing Performance in Small Business Enterprises (SMEs). Market sensing capabilities is part of marketing knowledge, specifically related to market scanning, while brand management capabilities is part of cross-functional capability related to brand knowledge. The linkages between market sensing capabilities and brand management capabilities with relational selling strategy and marketing performance are part of the development of Marketing Dynamic theory that had previously been developed by experts such as Day (1994) and Morgan (2012).

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Authors and Affiliations

  1. Faculty of Economics, Universitas Islam Sultan Agung (UNISSULA), Semarang, Indonesia

    Hendar, Ken Sudarti & Intan Masfufah

Authors
  1. Hendar
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  2. Ken Sudarti
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  3. Intan Masfufah
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Corresponding author

Correspondence to Hendar .

Editor information

Editors and Affiliations

  1. Department of Information and Communication Engineering, Fukuoka Institute of Technology, Faculty of Information Engineering, Fukuoka, Japan

    Leonard Barolli

  2. School of Software, University of Technology Sydney (UTS), Ultimo, NSW, Australia

    Farookh Khadeer Hussain

  3. Department of Information and Communication Engineering, Fukuoka Institute of Technology, Faculty of Information Engineering, Fukuoka, Japan

    Makoto Ikeda

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Hendar, Sudarti, K., Masfufah, I. (2020). Relational Selling Strategy on SMEs Marketing Performance: Role of Market Knowledge and Brand Management Capabilities. In: Barolli, L., Hussain, F., Ikeda, M. (eds) Complex, Intelligent, and Software Intensive Systems. CISIS 2019. Advances in Intelligent Systems and Computing, vol 993. Springer, Cham. https://doi.org/10.1007/978-3-030-22354-0_86

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