Улучшение взаимодействия между подразделениями продаж и маркетинга
Пирси Н., Ле Меунир-Фицхью К.

Аннотация

Цель этой статьи — исследовать взаимодействие подразделений продаж и маркетинга, идентифицировать некоторые из элементов, влияющих на это взаимодействие, а также продемонстрировать, как эти элементы могут быть взаимосвязаны.

Содержание

Введение;

Контекст исследования и обзор литературы;

Методология исследования;

Результаты исследования кейсов;

Отношение руководства к координации;

Культура отношений между подразделениями;

Структура и ориентация организации;

Коммуникации;

Конфликт функций;

Системы сбора данных о рынке;

Обучение;

Развитие концептуальной структуры;

Итоги и выводы;

Ключевые слова: продажи, маркетинг, управление взаимодействием, маркетинг на корпоративном рынке
Журнал: «Промышленный и b2b маркетинг» — №2, 2012 (© Издательский дом Гребенников)
Объем в страницах: 17.
Кол-во знаков: около 46,555.

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Пирси Найджел Ф.

PhD, DLitt, преподаватель маркетинга и стратегии, заместитель декана Уорикской школы бизнеса Уорикского университета. Исследовательские интересы: стратегическое управление продажами и учетом.

г. Ковентри, Великобритания

Ле Меунир-Фицхью Кеннет

PhD, преподаватель маркетинга в Норвичской школе бизнеса Университета Восточной Англии. 20 лет работал в области продаж и маркетинга на руководящих должностях. Исследовательские интересы: изучение взаимосвязи между продажами и маркетингом.

г. Норвич, Великобритания