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Integration von Marketing und Vertrieb – Herleitung des Hypothesenmodells

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

Zusammenfassung

Das vierte Kapitel des Buches befasst sich mit der höchsten Ausprägungsstufe der Zusammenarbeit von Marketing und Vertrieb: der Integration der beiden Funktionseinheiten. Dabei wird zunächst die „Integration von Marketing und Vertrieb“ aus der wissenschaftlichen Literatur hergeleitet, um daraus ein entsprechendes Kausalmodell bzw. Hypothesenmodell zu entwickeln. Die aus der Literatur identifizierten Erfolgsfaktoren, sogenannte Integrationsmechanismen und -faktoren, werden konzeptualisiert und Hypothesen formuliert. Das Kapitel schließt mit dem endgültigen Hypothesenmodell und den entsprechenden Hypothesen, die in der vorliegenden Forschungsstudie mithilfe der Strukturgleichungsmodellierung getestet werden (Kap.  5 und  6).

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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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