The Marketing–Sales Interface at the Interface: Creating Market-Based Capabilities through Organizational Synergy

@inproceedings{Hughes2012TheMI,
  title={The Marketing–Sales Interface at the Interface: Creating Market-Based Capabilities through Organizational Synergy},
  author={Douglas E. Hughes and Jo{\"e}l Le Bon and Avinash Malshe},
  year={2012}
}
The firm’s quest to create customer value is dependent on the synergistic coordination of many parts of the organization, wherein internal resources and capabilities are effectively harnessed to create a competitive advantage. The often suboptimal relationship between marketing and sales acts as an inhibitor to success in this regard and has been the subject of much attention in both the academic literature and popular press. The authors offer new insights into this issue by examining how the… CONTINUE READING

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