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A Three-stage model of integrated marketing communications at the marketing-sales interface
n many organizations, there is little coordination between the marketing and the sales functions. Leads generated by marketing activities are often ignored by the sales force, and inadequate knowledge of the sales process often results in marketing programs of, at best, variable quality. Integration requires an understanding of how multiple communications influence one another. The authors develop a three-stage model to capture the effects of sequential marketing communications on generating leads, securing appointments with customers, and closing sales. The results suggest strong and often complex relationships among marketing efforts (multiple lead-generating media), delays in subsequent communications (time lag between inquiry and follow-up sales visit), and stresses placed on sales efficiencies (appointment and sales conversion). The findings underscore the impact of multimedia communications spending on subsequent communications timing and effectiveness and address resource deployment in an integrated marketing communications context. This study is a result of a collaborative effort with a large, national home improvement retailer. A unique product of the study is a user-friendly decision support tool for marketing and sales planning.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Integration Interfaces Sales management Integrated marketing studies Multimedia communications |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |