The Sales-Marketing Interface in Consumer Packaged-Goods Companies: A Conceptual Framework |
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| Authors: | Belinda Dewsnap David Jobber |
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| Affiliation: | 1. Belinda Dewsnap is a Ph.D. candidate at the University of Bradford Management Centre, Bradford, UK and a Lecturer in Marketing at the Business School, Loughborough University, UK. Prior to entering academia, she held positions in sales, trade marketing, commercial and logistics for two multi-national organizations and was Operations Manager of a consumer goods company.;2. David Jobber (Ph.D. University of Bradford, UK) is Professor of Marketing at the University of Bradford Management Centre, Bradford, UK. His major research interests are the use of marketing information and sales management. He has published in such journals as the Journal of Personal Selling &3. Sales Management, MIS Quarterly, the International Journal of Research in Marketing, the Journal of Business Research, and the Journal of International Business Studies. He has served on the editorial boards of the Journal of Personal Selling &4. Sales Management, the International Journal of Research in Marketing, and the European Journal of Marketing. |
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| Abstract: | For those companies marketing branded consumer packaged-goods to an increasingly powerful retail trade, collaborative relations within the marketing function are crucial, particularly between trade customer-focused sales personnel and brand-focused marketing personnel. Yet although there is a well-developed body of literature on marketing's relations with other major business functions, relations within the marketing function itself remain unresearched. Drawing on theory and empirical results from studies of marketing's cross-functional interfaces, the authors develop a framework for understanding the nature, causes and effects of relations between sales and marketing in consumer packaged-goods firms. Propositions to guide further research are also developed. |
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