Frank V. Cespedes

Contemporary Perspectives on Strategic Market Planning

Frank V. Cespedes, Roger A. Kerin, Vijay Mahajan et al. · Journal of Marketing · 1991 · 151 citations

Business, Strategic Management, Strategy +12

Database Marketing: New Rules for Policy and Practice

Frank V. Cespedes, H. Jeff Smith · 1993 · 143 citations

Computing, Information Systems, Marketing +6

The customer has escaped.

Paul F. Nunes, Frank V. Cespedes · PubMed · 2003 · 125 citations

Management, Marketing, Marketing Management +15

Co‐ordinating sales and marketing in consumer goods firms

Frank V. Cespedes · Journal of Consumer Marketing · 1993 · 105 citations

Business, Marketing, Marketing Management +17

Transaction Cost Theory: Inferences from Clinical Field Research on Downstream Vertical Integration

V. Kasturi Rangan, E. Raymond Corey, Frank V. Cespedes · Organization Science · 1993 · 79 citations

Management, Marketing, Marketing Management +17