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Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung

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Führung von Vertriebsorganisationen

Part of the book series: Edition Sales Excellence ((ESE))

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Zusammenfassung

Unternehmensinterne Koordination erfordert die Zusammenarbeit über organisationale Silos hinweg. Der Beitrag untersucht Ansätze des Schnittstellenmanagements zwischen Vertrieb und Marketing. Im Spannungsfeld von Effizienz und Effektivität werden ausgewählte herkömmliche Ansätze dargestellt, bevor ein Ansatz für ein Schnittstellenmanagement auf der Basis interaktiver Markenführung entwickelt wird.

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  1. Nordakademie Hochschule der Wirtschaft, Elmshorn, Deutschland

    Lars Binckebanck

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  1. Lars Binckebanck
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  1. Nordakademie Hochschule der Wirtschaft, Elmshorn, Germany

    Lars Binckebanck

  2. HSBA - Hamburg School of Business Administration, Hamburg, Germany

    Ann-Kristin Hölter

  3. Vertriebsentwicklung mit Kultur, Lübeck, Germany

    Alexander Tiffert

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Binckebanck, L. (2020). Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung. In: Binckebanck, L., Hölter, AK., Tiffert, A. (eds) Führung von Vertriebsorganisationen. Edition Sales Excellence. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-26727-8_16

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