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Sales and Marketing Integration : A Proposed Framework

Author

Listed:
  • Dominique Rouzies

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Erin Anderson
  • A. K. Kohli
  • R. E. Michaels
  • Barton A. Weitz
  • A. A. Zoltners

Abstract

In this paper, we identify sales and marketing activities, and common impediments to their integration. We then discuss the concept of sales-marketing integration, and distinguish it from related concepts such as involvement and communication. Following this, we discuss approaches businesses can use to improve sales-marketing integration as well as their potential costs and drawbacks. The paper concludes with a set of propositions identifying the conditions under which sales-marketing integration has the greatest impact on firm performance

Suggested Citation

  • Dominique Rouzies & Erin Anderson & A. K. Kohli & R. E. Michaels & Barton A. Weitz & A. A. Zoltners, 2005. "Sales and Marketing Integration : A Proposed Framework," Post-Print halshs-00004748, HAL.
    • Handle: RePEc:hal:journl:halshs-00004748
    as

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    Keywords

    sales-marketing integration;

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