Digitalisation des relations inter-fonctionnelles marketing-ventes : quelles pratiques pour les entreprises ? (notice n° 445814)
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| fixed length control field | 04487cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121013020.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Bezaz, Nora |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Digitalisation des relations inter-fonctionnelles marketing-ventes : quelles pratiques pour les entreprises ? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 64 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Objectifs de la rechercheLes relations inter-fonctionnelles entre les services marketing et vente représentent une problématique managériale récurrente et l’essor du digital complexifie cette relation. L’objectif de cette recherche est double. Tout d’abord, il consiste à déterminer la place qu’occupe le digital dans les relations entre marketing et vente. Par ailleurs, il consiste à identifier les problèmes spécifiques posés par le digital ainsi que les pratiques de résolution mises en œuvre dans la gestion de l’interface entre marketing et vente. • MéthodologieUne analyse de contenu menée auprès de trois types de répondants (des responsables marketing, des responsables commerciaux et des responsables d’entreprise de conseil) a permis d’identifier la place importante du digital à différents niveaux stratégiques et opérationnels. • RésultatsLa digitalisation des entreprises modifie les relations entre les services marketing et vente et engendre de nouvelles contraintes dans leur coordination, de nouvelles tensions, une restructuration de leurs missions et de nouveaux besoins (en termes de données, d’outils digitaux, de formation ou de recrutement). • Implications managériales/sociétalesCes résultats conduisent à recommander des dispositifs et des modalités de coordination à mobiliser, favorisant la gestion de la digitalisation des relations inter-fonctionnelles marketing-ventes. • OriginalitéCette recherche étudie l’effet de l’essor du digital sur la relation marketing / vente, sujet peu exploré, sous l’angle « marketing-as-practice ». Elle enrichit la littérature et identifie les problèmes spécifiques posés par le digital en mettant en lumière les pratiques de résolution mises en œuvre dans la gestion de l’interface marketing / vente. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Research objectivesThe cross-functional relationship between marketing and sales departments is a recurrent managerial issue and the rise of digital technology is making this relationship more complex. The objective of this research is twofold. First, the objective is to determine the place of digital technology in the relationship between marketing and sales. Second, the objective is to identify the specific problems posed by digital and the resolution practices implemented in the management of the interface between marketing and sales. • MethodologyA content analysis conducted with three types of respondents (marketing managers, sales managers and consultancy managers) allowed us to identify the importance of digital at different strategic and operational levels. • ResultsThe digitalization of companies is changing the relationship between marketing and sales departments and creating new constraints in their coordination, new tensions, a restructuring of their missions and new needs (in terms of data, digital tools, training or recruitment). • Managerial/societal implicationsThese results lead us to recommend coordination mechanisms and methods to be used to manage the digitalization of cross-functional marketing-sales relations. • OriginalityThis research studies the effect of the digital boom on the marketing / sales relationship, a little explored subject, from the “marketing-as-practice” perspective. It enriches the literature and identifies the specific problems posed by digital by highlighting the resolution practices implemented in the management of the marketing/sales interface. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | pratiques commerciales |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | relations inter-fonctionnelles |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | pratiques marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | performance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | digitalisation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sales practices |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing practices |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | cross-functional relationships |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | performance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | digitalization |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Himber, Thierry |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Soulez, Sébastien |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 104 | 4 | 2022-01-25 | p. 49-68 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2021-4-page-49?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2021-4-page-49?lang=fr&redirect-ssocas=7080</a> |
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