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2013 | OriginalPaper | Buchkapitel

Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung

verfasst von : Lars Binckebanck

Erschienen in: Führung von Vertriebsorganisationen

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Lars Binckebanck untersucht Ansätze des Schnittstellenmanagements zwischen Vertrieb und Marketing. Im Spannungsfeld zwischen Effizienz und Effektivität stellt er zunächst ausgewählte herkömmliche Ansätze dar, bevor er einen Ansatz für ein Schnittstellenmanagement auf der Basis interaktiver Markenführung entwickelt.

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Titel: Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung
verfasst von: Lars Binckebanck
Verlag: Springer Fachmedien Wiesbaden
Buch: Führung von Vertriebsorganisationen
Print ISBN: 978-3-658-01829-0

Electronic ISBN: 978-3-658-01830-6

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-658-01830-6_11