How Should Sales and Marketing Communicate?
Introduction
The previous chapter reviewed how sales and marketing activities could be aligned, and recommended that this could be achieved through open and frank dialogue between the parties. This chapter will consider what communication is, and how dialogue can be created and managed for best advantage in the sales and marketing interface.
The issues of the type and amount of communications between internal groups have been frequently debated when discussing improving internal relationships. Communication is concerned with the formal and the informal exchanges of information between groups (Anderson and Narus 1990). Obviously, effective communications between groups ...
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