Header

Shop : Details

Shop
Details
49,80 €
ISBN 978-3-8440-4286-3
Hardcover
380 pages
140 figures
602 g
21 x 14,8 cm
English
Thesis
March 2016
Wolf-Dieter Hiemeyer
Design of an Integrated Marketing and Sales Approach for the B2B Industry – Using an Integration Model
This doctoral thesis investigates the collaboration between the functional units of Marketing and Sales in the B2B industry. For some years the Marketing-Sales interface has been of increasing interest to academic researchers and also to professional practice. Dysfunctional conflicts and poor collaboration (e.g. in cross-functional communication or coordination of tasks and processes) could potentially have a negative impact upon a company’s business results.

The aim of the research was, therefore, to explore the Marketing-Sales interface in order to provide a conceptualized approach for improved collaboration. The empirical research study investigated the relationship between Marketing and Sales in B2B companies of different sizes and from various industry sectors. The research sample comprised Managers from Marketing and Sales and their subordinates.

The thesis identified a set of collaborative elements –, so-called Integration Mechanisms and Integration Factors – which were found to improve Marketing-Sales integration. Moreover, an Integration Model was developed and validated to measure the Marketing-Sales interface and to visualize the level of collaboration between Marketing and Sales. These findings constitute a contribution to academic theory and to professional practice.
Keywords: Marketing-Sales integration; Integration between Marketing and Sales; Integration of Marketing and Sales for the B2B Industry; Marketing-Sales Management; Marketing-Sales interface; Collaboration between Marketing and Sales; Cooperation between Marketing and Sales; Relationship between Marketing and Sales; Cross-functional collaboration between Marketing and Sales; Cross-functional communication between Marketing and Sales; Dysfunctional conflicts between Marketing and Sales; Measurement model; Integration model; Integration Mechanisms; Integration Factors
About the author:
Wolf-Dieter Hiemeyer has worked for over 20 years in various Management functions in the B2B industry, primarily in Marketing and Sales. Since 2011 he has worked as a Senior Lecturer and IP Manager at Munich University of Applied Science.
Available online documents for this title
DOI 10.2370/9783844042863
You need Adobe Reader, to view these files. Here you will find a little help and information for downloading the PDF files.
Please note that the online documents cannot be printed or edited.
Please also see further information at: Help and Information.
 
 DocumentDocument 
 TypePDF 
 Costs37,35 € 
 ActionDownloadPurchase in obligation and download the file 
     
 
 DocumentTable of contents 
 TypePDF 
 Costsfree 
 ActionDownloadDownload the file 
     
User settings for registered online customers (online documents)
You can change your address details here and access documents you have already ordered.
User
Not logged in
Export of bibliographic data
Shaker Verlag GmbH
Am Langen Graben 15a
52353 Düren
Germany
  +49 2421 99011 9
Mon. - Thurs. 8:00 a.m. to 4:00 p.m.
Fri. 8:00 a.m. to 3:00 p.m.
Contact us. We will be happy to help you.
Captcha
Social Media