Business, Management and Accounting
8 years ago

Market orientation boosts collaboration, leading to improved business performance.

Developments in marketing science: proceedings of the Academy of Marketing Science
How Does Market Orientation Affect Sales and Marketing Collaboration and Business Performance?
Kenneth Le Meunier‐FitzHugh, Leslie Le Meunier-FitzHugh

Paper Summary

Related papers

Business, Management and Accounting
8 years ago

Revolutionizing Marketing: New Strategies to Keep Customers Coming Back

Customer Relationships
Integrated Marketing
1 view
Business, Management and Accounting
8 years ago

Traditional marketing transformed: 30 relationships replace 4Ps for new strategy.

Coopetition
Integrated Marketing
Customer Relationships
Business, Management and Accounting
3 years ago

Boosting Sales and Marketing Integration Leads to Enhanced Customer Value

Customer Relationships
2 views

Market orientation positively impacts collaboration between sales and marketing, leading to improved business performance. By focusing on market intelligence and management attitudes towards coordination, organizations can enhance their market orientation. This, in turn, helps sales and marketing teams work together more effectively, ultimately benefiting the business. Senior management plays a crucial role in fostering cooperation and aligning goals between sales and marketing departments.