Beverland, Michael; Steel, Marion; Dapiran, G. Peter - In: Journal of Business & Industrial Marketing 21 (2006) 6, pp. 386-394
Purpose – Despite the necessity of close integration between marketing and sales, managers report less than …. Findings – The research finds that conflicts between marketing and sales are driven by differences in beliefs about the valid … sales and marketing, provide sales with a strategic voice, and attend to structural issues that drive the two functions …
