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.


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Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Dirk Weissbrich

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