This book explores the antecedents and consequences of collaboration between sales and marketing. The study was designed to not only identify the antecedents of collaboration between sales and marketing so that the relationship between these two functions can be assessed and improved to the benefit of the organisation, but also to establish that business performance can be directly influenced by improvements in this interface. Through the findings from the survey and interviews, five antecedents to collaboration between ...
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This book explores the antecedents and consequences of collaboration between sales and marketing. The study was designed to not only identify the antecedents of collaboration between sales and marketing so that the relationship between these two functions can be assessed and improved to the benefit of the organisation, but also to establish that business performance can be directly influenced by improvements in this interface. Through the findings from the survey and interviews, five antecedents to collaboration between sales and marketing were identified - management attitudes towards co-ordination, conflict of interests, communications, market intelligence and organisational learning - and a revised conceptual framework was developed. The results suggest that collaborative sales and marketing functions have benefits for the organisation in terms of improved business performance. This research will be of interest to researchers into intra-functional relationships, practitioners who are interested in the sales and marketing interface and students of sales and marketing strategy.
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Add this copy of Should Sales and Marketing Collaborate? : an to cart. $167.20, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2009 by VDM Verlag.
Add this copy of Should Sales and Marketing Collaborate? to cart. $200.35, new condition, Sold by Revaluation Books rated 4.0 out of 5 stars, ships from Exeter, DEVON, UNITED KINGDOM, published 2009 by Vdm Verlag Dr Mueller E K.
