Paper Title :“Ending the War between Sales and Marketing”: Revisited
Author :Pingali Venugopal
Article Citation :Pingali Venugopal ,
(2018 ) " “Ending the War between Sales and Marketing”: Revisited " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 100-103,
Volume-4,Issue-12
Abstract : “Ending the war between Sales and Marketing (Kotler et al., 2006)”, highlighted the conflict between marketing
and selling. Kotler et al., discussed the problem based on how the functions evolve in an organization and how that creates
differences in the way each perceives the role of the other. A decade later, this paper revisits the topic and analyses the
problem adding the consumer perspective. The paper develops a framework to show that the conflict is natural as marketing
is focusing on building loyalty and therefore its role focuses on changing the consumer behaviour, whereas sales which is
focusing on increasing sales is satisfying current behaviour. Synchronizing sales and marketing would require the sales
function to not only focus on completing current sales but also help marketing modify behaviour and build loyalty. The
paper suggests a framework wherein sales force continue to satisfy the current behaviour but help marketing by modifying
the service orientation, the outlets where the brand is made available and the trade schemes. This would however, require a
mind-set change from market share to customer base and short term profit to long term profit.
Keywords - Market Orientation, Loyalty, Selling
Type : Research paper
Published : Volume-4,Issue-12
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-14552
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Copyright: © Institute of Research and Journals
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Published on 2019-03-05 |
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