Canacott, J. and Ellis, N. and Tadajewski, M. (2018) 'Inter-functional collaboration and inter-organizational relationships in communications strategy implementation.', RIMAR - Revista Interdisciplinar de Marketing., 8 (1). pp. 1-16.
There is a dearth of empirical studies focusing on marketing implementation, especially regarding the interplay between different functional areas and service providers. To fill this gap, this paper explores running a communications campaign across several organizations. It takes a practitioner perspective via agency and client interviews embedded within a longitudinal case study. We find that practitioners argue that closer collaboration between sales and marketing functions is vital. However, there appears to be little awareness of some of the processes that influence successful strategy implementation, particularly the impact of interpersonal and inter-organizational relationships.
|Full text:||(AM) Accepted Manuscript|
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|Publisher Web site:||https://doi.org/10.4025/rimar.v8i1.41078|
|Date accepted:||29 September 2017|
|Date deposited:||26 July 2017|
|Date of first online publication:||31 January 2018|
|Date first made open access:||No date available|
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