Digital Transformation Challenges Successful Enterprises – an Exploration of the Collaboration of Marketing and Sales Department in German Organisations
(2021)
Journal Article
Hauer, G., Naumann, N., & Harte, P. (2021). Digital Transformation Challenges Successful Enterprises – an Exploration of the Collaboration of Marketing and Sales Department in German Organisations. Innovation & Management Review, 18(2), 164-174. https:/
“Today, marketing must be understood not in the old sense of making a sale – ‘telling and selling’ – but in the new sense of satisfying customer needs” (Kotler, Armstrong, Harris, & Piercy, 2016, p. 5). This statement illustrates the discrepancies as... Read More about Digital Transformation Challenges Successful Enterprises – an Exploration of the Collaboration of Marketing and Sales Department in German Organisations.