This conceptual paper explains the role of Relational Selling Strategy
in the relationship between Market sensing capabilities and brand management
capabilities with Marketing Performance in Small Business Enterprises
(SMEs). Market sensing capabilities is part of marketing knowledge, specifically
related to market scanning, while brand management capabilities is part of
cross-functional capability related to brand knowledge. The linkages between
market sensing capabilities and brand management capabilities with relational
selling strategy and marketing performance are part of the development of
Marketing Dynamic theory that had previously been developed by experts such
as Day (1994) and Morgan (2012).
Keywords: Brand management capabilities
Market sensing capabilities

Relational selling strategy
Marketing performance