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Abstract

The starting point of this thesis was the observation that the marketing function faces difficulties within the firm to show its value contribution. In face of this challenge, cross-functional cooperation between marketing, sales, and finance was proposed as one promising way to determine and to increase marketing|s contribution to company success effectively and efficiently.

Keywords

Business Practice Business Unit Interaction Field Bonus Payment Price Promotion 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Dirk Weissbrich

There are no affiliations available

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