کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1028346 942292 2006 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Developing marketing capabilities for customer value creation through Marketing–Sales integration
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Developing marketing capabilities for customer value creation through Marketing–Sales integration
چکیده انگلیسی

The capacity to create superior customer value stems from the marketing capabilities a company possesses. A considerable body of research has indicated that market oriented companies have distinctive marketing capabilities which lead to superior organizational performance. Although it has been widely recognized that the development of marketing capabilities requires the joint effort of Marketing and Sales departments, almost no attention has been devoted to investigating the integration of these two functions. This study reports on an exploratory effort to use the means–end theory in explaining Marketing–Sales integration. Findings show that Marketing–Sales integration is a multi-faceted construct made up of different components that impact different marketing capabilities and highlight its antecedents and consequences.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 35, Issue 8, November 2006, Pages 974–988
نویسندگان
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