Co‐ordinating sales and marketing in consumer goods firms

Abstract

Discusses factors affecting marketing‐sales co‐ordination requirements at consumers goods firms, what some firms are doing to encourage better interaction between these groups, the strengths and vulnerabilities of these organisational initiatives, and the managerial implications. Reports in a cross‐section of consumer product categories sold through retail and wholesale customers in different classes‐of‐trade.

Citation

Cespedes, F.V. (1993), "Co‐ordinating sales and marketing in consumer goods firms", Journal of Consumer Marketing, Vol. 10 No. 2, pp. 37-55. https://doi.org/10.1108/07363769310039111