We use cookies to ensure that we give you the best experience on our website. By continuing to browse this repository, you give consent for essential cookies to be used. You can read more about our Privacy and Cookie Policy.

Durham Research Online
You are in:

Inter-functional collaboration and inter-organizational relationships in communications strategy implementation.

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.

Item Type:Article
Full text:(AM) Accepted Manuscript
Download PDF
Full text:(VoR) Version of Record
Download PDF
Publisher Web site:
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

Social bookmarking: del.icio.usConnoteaBibSonomyCiteULikeFacebookTwitterExport: EndNote, Zotero | BibTex
Look up in GoogleScholar | Find in a UK Library