Value creation through the integration of sales and marketing: Smarketing

This article deals with value creation through the integration of sales and marketing in business-to-business sales. With research funding from the Finnish Funding Agency for Technology and Innovation (TEKES), five companies and four research institutions formed the DIVA project. The project sought to understand and support the business-to-business customer’s journey through the purchasing process, to understand the customer’s online experiences, to find new ways to affect customers online, and to integrate marketing and sales in view of changed customer behavior.

Bachelor of business administration entrance material fall 2017

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