Exploring the relationship between market orientation and sales and marketing collaboration
Piercy, Nigel and Le Meunier-FitzHugh, Kenneth. (2011) Exploring the relationship between market orientation and sales and marketing collaboration. Journal of Personal Selling and Sales Management, Vol.31 (No.3). pp. 287-296. ISSN 0885-3134Full text not available from this repository.
Official URL: http://dx.doi.org/10.2753/PSS0885-3134310306
The relationship between sales and marketing has generated considerable academic interest in recent years, with studies focusing on how the interface can be improved. However, prior research has neglected an important aspect of this interface: the relationship between market orientation and collaboration between sales and marketing. This study considers this relationship and was carried out through a survey of managing directors/chief executives. The results indicate that collaboration between sales and marketing has a positive relationship with market orientation and that collaboration between sales and marketing as well as market orientation have a combined positive effect on business performance.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Library of Congress Subject Headings (LCSH):||Marketing research, Sales management|
|Journal or Publication Title:||Journal of Personal Selling and Sales Management|
|Publisher:||M.E. Sharpe, Inc.|
|Number of Pages:||10|
|Page Range:||pp. 287-296|
|Access rights to Published version:||Restricted or Subscription Access|
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