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2020 | OriginalPaper | Chapter

Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung

Author : Lars Binckebanck

Published in: Führung von Vertriebsorganisationen

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Unternehmensinterne Koordination erfordert die Zusammenarbeit über organisationale Silos hinweg. Der Beitrag untersucht Ansätze des Schnittstellenmanagements zwischen Vertrieb und Marketing. Im Spannungsfeld von Effizienz und Effektivität werden ausgewählte herkömmliche Ansätze dargestellt, bevor ein Ansatz für ein Schnittstellenmanagement auf der Basis interaktiver Markenführung entwickelt wird.

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previous chapter Sales Excellence Development – Sparten- und länderübergreifende Verkaufsentwicklung
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Metadata
Title
Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung
Author
Lars Binckebanck
Copyright Year
2020
Book
Führung von Vertriebsorganisationen

Print ISBN: 978-3-658-26726-1

Electronic ISBN: 978-3-658-26727-8

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-26727-8_16