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Marketing Review St. Gallen
Published in: Marketing Review St. Gallen 3/2011

01-06-2011 | Return on Marketing

Managerial ­Challenges Among Marketing, Sales, and Finance Actors

Authors: Dr. Ph. D. Dirk Weissbrich, Prof. Ph. D. Harley Krohmer

Published in: Marketing Review St. Gallen | Issue 3/2011

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Excerpt

While there is a lot of buzz around financial issues in marketing, such as „Marketing ROI“, little is known about the cooperation of marketing, sales, and finance units within organizations. This practice-oriented paper builds on 78 in-depth interviews with marketing, sales, and finance managers to explore the key managerial challenges at the marketing/finance interface. The five explored challenges are explained and specific management actions to address them are proposed. …
previous article Return on Customer – How Marketing Actually Creates Value
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Literature
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Metadata
Title
Managerial ­Challenges Among Marketing, Sales, and Finance Actors
Authors
Dr. Ph. D. Dirk Weissbrich
Prof. Ph. D. Harley Krohmer
Publication date
01-06-2011
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 3/2011
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-011-0032-2

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