Le Meunier-Fitzhugh, Kenneth and Piercy, Nigel F.. (2009) Drivers of sales and marketing collaboration in business-to-business selling organisations. Journal of Marketing Management, Vol.25 (No.5-6). pp. 611-633. ISSN 0267-257X

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Abstract

This paper focuses on identifying and exploring the antecedents and consequences of collaboration between the sales and marketing functions within organisations and empirically tests the resulting model. There is evidence to show that collaborative sales and marketing functions have benefits to an organisation in terms of improved business performance, but many organisations have not yet achieved collaborative internal functions. The study identifies five antecedents to collaboration between sales and marketing and tests the proposition that greater collaboration between sales and marketing is linked to benefits in terms of improved business performance

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
Date:	2009
Volume:	Vol.25
Number:	No.5-6
Number of Pages:	23
Page Range:	pp. 611-633
Identification Number:	10.1362/026725709X461885
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/44252

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