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Service Business

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01-12-2014 | Theoretical article

Putting forth marketing competencies strength with collaborating partners in the hotel industry

Author: Edward C. S. Ku

Published in: Service Business | Issue 4/2014

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Abstract

The research objectives of the study investigated how the service advantage, competencies of sales and marketing influenced marketing team performance via joint decision making. Research questionnaires were mailed to the director of the sales and marketing departments, and the participants were surveyed during a 4-month period, of the 650 questionnaires sent, 169 responses were received. Collaborating with partners will increase the relationship boundaries, joint decision making is an important mediating factor among competencies and performance, and the director of sales and marketing has the responsibility to develop consistent processes; furthermore, a hotel needs to be innovative to be the leading performer, competency is essential for making strategic decisions such as mutual cost management and efficiency improvement problems in the collaborating relationship; the director of sales and marketing must keep abreast of the hotel’s production and technological developments.

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Title: Putting forth marketing competencies strength with collaborating partners in the hotel industry
Author: Edward C. S. Ku
Publication date: 01-12-2014
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 4/2014
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-013-0209-7

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