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Einleitung

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Integration von Marketing und Vertrieb

Part of the book series: FOM-Edition ((FOMEDITION))

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Zusammenfassung

Das erste Kapitel des Buchs führt aus wissenschaftlicher und praxisorientierter Sicht in die Thematik der Zusammenarbeit von Marketing und Vertrieb ein. Diese Schnittstelle ist für den Unternehmenserfolg von großer Bedeutung – diese hohe Relevanz wurde jedoch von der wissenschaftlichen Literatur wie auch von der Unternehmenspraxis lange nicht ernst genommen. Dabei fehlt es zum einen an der Festlegung relevanter Erfolgsfaktoren, um die Zusammenarbeit von Marketing und Vertrieb ganz wesentlich zu verbessern und zum anderen an der Festlegung der Ausprägungsstufe, welche diese Zusammenarbeit annehmen sollte. Die Zielsetzung des Buchs besteht darin, validierte Erfolgsfaktoren zur Zusammenarbeit von Marketing und Vertrieb vorzustellen, ein Diagnoseinstrument zur Messung der Güte der Zusammenarbeit von Marketing und Vertrieb zu präsentieren und praxisrelevante Handlungsempfehlungen zur Umsetzung der Integration von Marketing und Vertrieb vorzuschlagen.

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Author information

Authors and Affiliations

  1. FOM Hochschule für Oekonomie & Management, München, Deutschland

    Wolf-Dieter Hiemeyer

  2. MSI Partner Consulting, München, Deutschland

    Dominik Stumpp

Authors
  1. Wolf-Dieter Hiemeyer
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  2. Dominik Stumpp
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Correspondence to Wolf-Dieter Hiemeyer .

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

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Hiemeyer, WD., Stumpp, D. (2020). Einleitung. In: Integration von Marketing und Vertrieb. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-27558-7_1

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  • DOI: https://doi.org/10.1007/978-3-658-27558-7_1

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-27557-0

  • Online ISBN: 978-3-658-27558-7

  • eBook Packages: Business and Economics (German Language)

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