Drivers of sales and marketing collaboration in business-to-business selling organisations

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, 25 (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:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Depositing User:	Julia Sheldrake
Date Deposited:	18 Jan 2011 15:25
Last Modified:	11 Mar 2024 00:46
URI:	https://ueaeprints.uea.ac.uk/id/eprint/19382
DOI:	10.1362/026725709X461885

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