Should Sales and Marketing Collaborate?
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Описание:
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...Похожие книги
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