Sales and Marketing Integration: Enhancing Competitive Advantages

The IUP Journal of Business Strategy, Vol.13, No. 4, pp. 50-77, 2016

26 Pages Posted: 8 Feb 2017

See all articles by Pankaj M. Madhani

Pankaj M. Madhani

Former Dean (Academics) & Professor

Date Written: 2016

Abstract

Sales and marketing integration has a direct and significant impact on customers and the revenue-earning potential of the organization. This research demonstrates the benefits of a close integration between sales and marketing and emphasizes its impact on the organization performance. Sales and marketing integration is a complex and multifaceted construct and hence requires a strategic approach for its evaluation. This study aims to understand how to achieve sales and marketing integration by focusing on its facilitators and controlling distractors. The contribution of this paper is both theoretical and practical. From a theoretical perspective, the frameworks developed for the study of sales and marketing integration are an important contribution to the existing knowledge. From a practical perspective, various models of this paper aim at providing guidelines for sales and marketing managers for building competitive advantage by achieving sales and marketing integration.

Keywords: Sales, Marketing, Integration, Collaboration, Competitive advantages

Suggested Citation

Madhani, Pankaj M., Sales and Marketing Integration: Enhancing Competitive Advantages (2016). The IUP Journal of Business Strategy, Vol.13, No. 4, pp. 50-77, 2016, Available at SSRN: https://ssrn.com/abstract=2912075

Pankaj M. Madhani (Contact Author)

Former Dean (Academics) & Professor ( email )

India

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