Title:	Jak odstranit třecí plochy a zlepšit spolupráci mezi marketingovými a obchodním oddělením
Other Titles:	How to eliminate the tension and foster the cooperation between marketing and sales department
Authors:	Kolouchová, Daniela Rožek, Jan
Citation:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2014, č. 2, s. 19-25.
Issue Date:	2014
Publisher:	Západočeská univerzita v Plzni
Document type:	článek article
URI:	http://www.fek.zcu.cz/tvp/doc/akt/tvp-2-2014-clanek-3.pdf http://hdl.handle.net/11025/16313
ISSN:	1805-0603
Keywords:	tok informací;interfunkční vztah;management;marketing;slevy
Keywords in different language:	information flow;interfunctional relationship;management;marketing;sales
Abstract in different language:	The marketing must collaborate with other departments in a company. Functional cooperation is fundamental between sales and marketing. This study focuses on effective ways how to create the effective relationship between representatives of these two departments. The authors begin with the previous literature review in order to gain the overall picture of the respective study field and database for subsequent qualitative research. Qualitative research conducted with midlevel managers from sales and marketing on Czech market show that respondents evaluate their relationship with the other department in most cases as effective and functional in the way that the common goals are always reached. Research findings reveal that important functional interconnecting aspect is the role and attitude of the top management that should promote and support the open cross-functional communication and free data sharing culture. The long-term effective collaboration incorporates overall change in the cooperation attitude within the two respective teams. Our study has shown how important and beneficial are common goals, the open data sharing culture and functional information exchange between the representatives of both departments.
Rights:	© Západočeská univerzita v Plzni
Appears in Collections:	Číslo 2 (2014) Číslo 2 (2014)

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