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The interrelationship of marketing and sales strategies

  • Holger Dannenberg
  • Dirk Zupancic

Abstract

In the previous chapter we explained how factors relevant to sales should be built into the corporate strategy. The goals for other strategies, e.g. functional, product-relevant or regional, are then derived from the corporate strategy. In practice, we encounter numerous approaches to the interplay of various strategies within the company that are neither logically conceived nor can they be practically implemented with any success. Therefore in the following chapter we want to offer guidance as to how marketing and sales strategies relate to each other and should be developed. While the marketing department should set the goals for the sales strategy, on the other hand these goals require such a highly detailed knowledge of the market that they cannot realistically be developed and disseminated via a top-down process.

Keywords

Marketing Strategy Market Segment Customer Requirement Market Segmentation Corporate Strategy 
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

  • Holger Dannenberg
  • Dirk Zupancic

There are no affiliations available

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