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Zusammenarbeit von Verkauf und Marketing – reloaded

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Verkaufen nach der Krise

Zusammenfassung

In den Lehrbüchern ist die Welt meist in bester Ordnung: Das Marketing ist dort eine übergreifende Denkhaltung im Unternehmen, welche operativ durch den Marketing-Mix umgesetzt wird, in dem „Verkauf“ üblicherweise der Distributionspolitik zugeschlagen wird. Marketing ist demnach verantwortlich für strategische Konzeptionen, der Verkauf dagegen für die Strategieumsetzung (Kotler et al., 2006). Funktionieren die Rollenteilung und Zusammenarbeit, so können Kundenorientierung, Kundennutzen und Kundenzufriedenheit zu schwer imitierbaren Wettbewerbsvorteilen führen (Guenzi/Troilo, 2007). Ansätze der interaktiven Markenführung zeigen, wie Verkauf und Marketing gemeinsam die Marke als Integrationsmechanismus verwenden können, um eine Strategie der Beziehungsführerschaft umzusetzen (Baumgarth/Binckebanck, 2010).

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Authors
  1. Carsten Baumgarth
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  2. Lars Binckebanck
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Lars Binckebanck

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Baumgarth, C., Binckebanck, L. (2011). Zusammenarbeit von Verkauf und Marketing – reloaded. In: Binckebanck, L. (eds) Verkaufen nach der Krise. Gabler. https://doi.org/10.1007/978-3-8349-6467-0_3

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