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Integration von Marketing und Vertrieb – Herleitung des Hypothesenmodells

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Integration von Marketing und Vertrieb

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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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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). Integration von Marketing und Vertrieb – Herleitung des Hypothesenmodells. In: Integration von Marketing und Vertrieb. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-27558-7_4

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  • DOI: https://doi.org/10.1007/978-3-658-27558-7_4

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-27557-0

  • Online ISBN: 978-3-658-27558-7

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