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Exploring the relationship between market orientation and sales and marketing collaboration
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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. doi:10.2753/PSS0885-3134310306 ISSN 0885-3134.
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Official URL: http://dx.doi.org/10.2753/PSS0885-3134310306
Abstract
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 | ||||
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Subjects: | H Social Sciences > HF Commerce | ||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
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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. | ||||
ISSN: | 0885-3134 | ||||
Official Date: | 2011 | ||||
Dates: |
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Volume: | Vol.31 | ||||
Number: | No.3 | ||||
Number of Pages: | 10 | ||||
Page Range: | pp. 287-296 | ||||
DOI: | 10.2753/PSS0885-3134310306 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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