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Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung

  • Lars BinckebanckEmail author
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Part of the Edition Sales Excellence book series (ESE)

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

Authors and Affiliations

  1. 1.Nordakademie Hochschule der WirtschaftElmshornDeutschland

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