The paper presents a qualitative research on Marketing-Sales integration. The research objective was to investigate the cognitive representations of marketing and sales managers regarding the map of concepts related to Marketing-Sales integration. In particular, the research investigated the antecedents, the components and the consequences of Marketing-Sales integration, through a means-end model.
Integrating marketing and sales: a means-end approach
GUENZI, PAOLO;TROILO, GABRIELE
2006
Abstract
The paper presents a qualitative research on Marketing-Sales integration. The research objective was to investigate the cognitive representations of marketing and sales managers regarding the map of concepts related to Marketing-Sales integration. In particular, the research investigated the antecedents, the components and the consequences of Marketing-Sales integration, through a means-end model.
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