The prerequisites for efficient and effective marketing and sales
organizing have changed. Continued internationalization and richer
access to information means that both customer firms and suppliers
cover greater geographical space, and they have generally become
more coordinated and sophisticated. Increased competence and
maturity among customer firms has changed how those firms relate to
their suppliers. Accordingly, there has been increased attention to
how business relations can enhance value-creation. This introduces
a whole new set of organizational challenges for marketing and
sales. Organizing Marketing and Sales addresses a number of themes
related to this development, both empirically and conceptually. It
offers case studies to demonstrate in detail the kinds of
challenges faced by multinational, multiproduct firms, and it also
draws upon theoretical perspectives in order to examine
contemporary challenges in marketing and sales organization.
General
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