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| Author: | Meunier-FitzHugh, K. Le Lane, N. |
| Title: | Collaboration between sales and marketing, market orientation and business performance in business-to-business organisations |
| Journal: | Journal of Strategic Marketing
2009 : JUN-AUG, VOL. 17:3-4, p. 291-306 |
| Index terms: | business-to-business co-operation market orientation sales |
| Language: | eng |
| Abstract: | The study considers whether improving collaboration between sales and marketing may provide benefits to organisations through greater market orientation and improved business performance. The influence of market intelligence systems and management attitudes towards coordination on market orientation and collaboration between sales and marketing are also explored. The study was carried out through a survey of senior executives in large, UK, business-to-business organisations and the results indicate that there is an interrelationship between market intelligence systems, management attitude towards coordination, and collaboration between sales and marketing. |
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