Vol. LI (June 2014), 300–319 *Ye Hu is Associate Professor of Marketing (e-mail: [email protected]), Rex Yuxing Du is Hurley Associate Professor of Marketing (e-mail: rexdu@ bauer.uh.edu), and Sina Damangir is a doctoral student (e-mail: sdamangir@ uh.edu), C.T. Bauer College of Business, University of Houston. The authors thank three anonymous JMR reviewers for their numerous inputs in improving the...

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

a r t i c l e i n f o Keywords: Tacit knowledge exchange Salespeople Marketing success Marketing process innovation Marketing efficiency Marketing effectiveness Social networks Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key ...