What do we mean by 'marketing' resources and competencies? A comment on Hooley, Greenley, Cadogan, and Fahey

Article Abstract:

A comment is presented on scales developed and empirically tested by Hooley, Greenley, Cadogan and Fahey that measure marketing resources and competencies and assess their performance outcomes. Two shortcomings of the argument by Hooley and others are highlighted and a new type of marketing competence known as 'competence-based marketing' is introduced and illustrated by a case study in the Italian high fashion industry.

Market Targeting & Approach, Analysis, Market strategy, Competitive advantage

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Measuring performance at trade shows scale development and validation

Article Abstract:

Trade shows (TS), an important tool for marketing goods and services lacks theoretical records and hence a study is done to develop a valid and reliable scale for measuring the TS performance. The evidence of the scaleEs reliability, factor structure, and validity on basis of analyzed data from independent samples along with the potential managerial applications and implications for future research is presented.

Sales Promotion, Methods, Sales promotions

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Ongoing search among industrial buyers

Article Abstract:

Industrial trade shows and the behavior of industrial buyers are evaluated.

United States, Behavior, Purchasing agents

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