success depends on two factors: the user-friendliness of the information system and the consistency of the marketing strategy …-sections. Regarding the second part – consistency of the marketing strategy- it is important to initially understand consumers’ behaviour …

Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must … interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has … of this paper lies on defining the necessary terminology to analyze the subject matter, identifying the role of marketing …