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Die Zusammenarbeit von Marketing und Vertrieb

  • Wolf-Dieter HiemeyerEmail author
  • Dominik Stumpp
Chapter
Part of the FOM-Edition book series (FOMEDITION)

Zusammenfassung

Das dritte Kapitel befasst sich zunächst mit der Darstellung spezifischer Merkmale der Zusammenarbeit von Marketing und Vertrieb. Dabei wird diese Schnittstelle charakterisiert, die Bedeutung der Zusammenarbeit von Marketing und Vertrieb herausgestellt sowie eine optimale Aufgaben- und Rollenverteilung aufgezeigt. In diesem Abschnitt werden auch dysfunktionale Konflikte in der Zusammenarbeit von Marketing und Vertrieb thematisiert, die nicht nur die Schnittstelle, sondern sogar das Unternehmensergebnis negativ beeinflussen können. Der zweite Teil des Kapitels umfasst eine fundierte Literaturrecherche mit einem Überblick der Forschungsergebnisse zur „Zusammenarbeit von Marketing und Vertrieb“ der Jahre 1998 bis 2017. Hierbei werden quantitative und qualitative Forschungsstudien analysiert, um Erkenntnisse zu relevanten Erfolgsfaktoren für die integrierte Zusammenarbeit von Marketing und Vertrieb ableiten zu können.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2020

Authors and Affiliations

  1. 1.FOM Hochschule für Oekonomie & ManagementMünchenDeutschland
  2. 2.MSI Partner ConsultingMünchenDeutschland

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