haku: @author Piercy, N.F. / yhteensä: 11
viite: 3 / 11
| Tekijä: | Meunier-FitzHugh, K. Le Piercy, N.F. |
| Otsikko: | Exploring collaboration between sales and marketing |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:7/8, p. 939-955 |
| Asiasana: | marketing sales co-operation companies case studies United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | Based on three exploratory case studies and a literatury review, this paper aims at exploring the antecedents and implications of collaboration (henceforth as: coll-n.) btw. marketing and sales (here as: m-and-s). Furthermore, it is sought to identify whether there are benefits as to business performance of improving coll-n. btw. m-and-s. There are identified three types of factors influencing coll-n. btw. m-and-s: integrators, facilitators, and management attitudes towards coordination. The exploratory case studies establish that senior management plays a pivotal role in creating and improving the coll-n. There is a positive correlation btw. coll-n. btw. m-and-s. and improved business performance etc. |
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