Browsing by Author "Ryals, Lynette"

Browsing by Author "Ryals, Lynette"

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  • The Use of Action Research in Marketing Strategy Development. 
    Maklan, Stan; Knox, Simon; Ryals, Lynette (2008-05-01)
    One of the key roles of market research has been to help reduce risk in marketing strategy development. However, traditional market research is in danger of being left behind by new practices in Sales, Marketing, and ...
  • Using Real Options to Help Build the Business Case for CRM Investment 
    Maklan, Stan; Knox, Simon; Ryals, Lynette (Elsevier Science B.V., Amsterdam., 2005-08-01)
    The long-term benefits of implementing a Customer Relationship Management programme are widely accepted as being: learning from customers, building customer retention, and reduced market uncertainty. Yet high rates of ...
  • Using Repertory Grid to access the underlying realities in key account relationships. 
    Rogers, B; Ryals, Lynette (2007-01-01)
    This paper examines a variety of examples of repertory grid research to assess how and why the technique is used. In particular, the authors focus on the strengths and weaknesses of using repertory grid to explore the ...
  • Which resources and capabilities underpin strategic key account management? 
    Guesalaga, Rodrigo; Gabrielsson, Mika; Rogers, Beth; Ryals, Lynette; Marcos Cuevas, Javier (Elsevier, 2018-05-25)
    Key account management (KAM) supports the profitability and financial sustainability of firms in business-to-business markets. It also attracts considerable academic research. However, KAM research remains largely atheoretical ...