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The Sales-Marketing Interface: Integrating the Interrelated Functions
2016 (engelsk)Independent thesis Advanced level (professional degree), 20 poäng / 30 hpOppgave
Abstract [en]

Purpose – The purpose of this research was to characterize the relationship between the sales and marketing functions, and to identify how to increase sales-marketing integration in a Swedish B2B firm.Design/methodology/approach – The study included a single case study in a Swedish B2B firm, in the service and logistics sector. Personal interviews with respondents from both sales and marketing functions were conducted, in a semi-structured format.Findings – A configuration of the current sales-marketing interface was generated to enable a holistic view of the sales-marketing spectrum, as well as to display possible impediments to integration. A relationship assessment defined the current relationship as undefined. The customer buying process identified functional separation between the departments, as well as a hand-off between the functions. Missing integrated activities were identified and a clear lack of communication was evident.Practical implications – The findings highlight the need for increased integration between the sales and marketing functions. The current sales-marketing interface as well as the missing integrated activities, should be evaluated and designed for a desired position in the firm.Originality/value – The findings describe how the sales-marketing interface is organized and managed, and how to increase sales-marketing integration. The findings assist academics in understanding the role of the sales-marketing interface and can help managers understand and evaluate their firm’s sales- marketing interface and how to improve it.

sted, utgiver, år, opplag, sider
2016. , s. 42
Emneord [en]
Social Behaviour Law, Business-to-business marketing, Selling, Interfunctional cooperation, Customer buying process
Emneord [sv]
Samhälls-, beteendevetenskap, juridik
Identifikatorer
URN: urn:nbn:se:ltu:diva-45499Lokal ID: 330e7ee0-958b-4751-9d61-9ca48da46b8eOAI: oai:DiVA.org:ltu-45499DiVA, id: diva2:1018791
Fag / kurs
Student thesis, at least 30 credits
Utdanningsprogram
Industrial and Management Engineering, master's level
Veileder
Examiner
Merknad
Validerat; 20160826 (global_studentproject_submitter)Tilgjengelig fra: 2016-10-04 Laget: 2016-10-04bibliografisk kontrollert

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Nordström, Max

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