The Thought Worlds of Marketing and Sales : Which Differences Make A Difference ?  

Oleh:

Homburg, Christian ; Jensen, Ove

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 3 (Jul. 2007), page 124-142.
Topik: MARKETING; marketing; sales; difference

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The literature is divided on whether differences between the though worlds of marketing and sales are deleterious or benificial. This article empirically investigates various facets of thought - world differences and their effects on various outcomes. It confirms that, in general, differences hamper the cooperation between marketing and sales, which leads to a lower market performance of the business unit. However, some facets that outweights the negative effect mediated by the quality of cooperation between marketing and sales. Market performance is enhanced if one side plays the customers' advocate of short - term considerations while the other plays the advocate of long - term consideration. In contrast, diffrences between marketing and sales in regard to product knowledge and interpersonal skills are deleterous to market performance. Thus, the kind of difference makes a difference.

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