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2020 | OriginalPaper | Chapter

3. Die Zusammenarbeit von Marketing und Vertrieb

Authors : Wolf-Dieter Hiemeyer, Dominik Stumpp

Published in: Integration von Marketing und Vertrieb

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Das dritte Kapitel befasst sich zunächst mit der Darstellung spezifischer Merkmale der Zusammenarbeit von Marketing und Vertrieb. Dabei wird diese Schnittstelle charakterisiert, die Bedeutung der Zusammenarbeit von Marketing und Vertrieb herausgestellt sowie eine optimale Aufgaben- und Rollenverteilung aufgezeigt. In diesem Abschnitt werden auch dysfunktionale Konflikte in der Zusammenarbeit von Marketing und Vertrieb thematisiert, die nicht nur die Schnittstelle, sondern sogar das Unternehmensergebnis negativ beeinflussen können. Der zweite Teil des Kapitels umfasst eine fundierte Literaturrecherche mit einem Überblick der Forschungsergebnisse zur „Zusammenarbeit von Marketing und Vertrieb“ der Jahre 1998 bis 2017. Hierbei werden quantitative und qualitative Forschungsstudien analysiert, um Erkenntnisse zu relevanten Erfolgsfaktoren für die integrierte Zusammenarbeit von Marketing und Vertrieb ableiten zu können.

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previous chapter Allgemeine Grundlagen des B2B-Marketings und -Vertriebs
next chapter Integration von Marketing und Vertrieb – Herleitung des Hypothesenmodells
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Metadata
Title
Die Zusammenarbeit von Marketing und Vertrieb
Authors
Wolf-Dieter Hiemeyer
Dominik Stumpp
Copyright Year
2020
Book
Integration von Marketing und Vertrieb

Print ISBN: 978-3-658-27557-0

Electronic ISBN: 978-3-658-27558-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-27558-7_3