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Die Zusammenarbeit von Marketing und Vertrieb

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Integration von Marketing und Vertrieb

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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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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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Hiemeyer, WD., Stumpp, D. (2020). Die Zusammenarbeit von Marketing und Vertrieb. In: Integration von Marketing und Vertrieb. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-27558-7_3

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  • DOI: https://doi.org/10.1007/978-3-658-27558-7_3

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-27557-0

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