• Corpus ID: 39977677

Value Creation Within The Sales-Marketing Interface: The Varied Approaches to Integration

@inproceedings{Krush2014ValueCW,
  title={Value Creation Within The Sales-Marketing Interface: The Varied Approaches to Integration},
  author={Michael T. Krush and Avinash Malshe and Jamal A. Al-Khatib and Khalid Al-Jomaih and Hisham S. Katoua},
  year={2014}
}
While integration within the sales-marketing interface is critical in order to create value for their customer base, the sales-marketing interface varies across fi rms. Hence, integration may, in fact, take different forms. This is due, in part, to the varied role of marketing across fi rms. Using a grounded theory approach and depth interview data collected from forty three sales and marketing executives, this study unravels the varied meaning of integration. Specifi cally, we fi nd the… 

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