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Sales and marketing integration plays a crucial role in improving overall performance of the organization. This research demonstrates the advantages of a close linkage between sales and marketing and evaluates its impact on the organization performance. Sales and marketing integration is a complex and multi-faceted construct and hence requires strategic approach. This research provides some new perspectives in explaining sales and marketing integration from RBV perspectives and explores the organizational resources and capabilities contributing to such integration.

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This page is a summary of: Sales and marketing integration: applying the theoretical lens of the resource-based view, International Journal of Electronic Customer Relationship Management, January 2012, Inderscience Publishers,
DOI: 10.1504/ijecrm.2012.051879.
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