Marketing-sales interface and organizational competitiveness

- Professor George J. Avlonitis , Konstantinos Lionakis, Ph.D.

This paper focuses on the effectiveness of marketing-sales interfaces in B2B firms. As the body of knowledge on this domain is scarce, there is a greater need to investigate the specific aspects of marketing-sales configurations in such firms. The objective of this paper is to expand existing knowledge regarding marketing-sales interfaces in B2B firms, in order to identify the effectiveness of each configuration. Based on quantitative data collected from marketing or sales managers of 98 B2B firms, the study identifies the most effective marketing-sales interface in terms of smooth relationships and enhanced performance. The implications of the study are discussed.

prof. George J. Avlonitis, Athens University of Economics and Business, Greece – a Professor at the Department of Marketing and Communication and Deputy Chairman of the Academic Council of the Athens University of Economics and Business (AUEB). He is also Director of the Marketing Laboratory (The Athens Laboratory for Research in Marketing – A.LA.R.M.) and Scientific Coordinator of the Postgraduate Program “Marketing and Communication” for executives of the same Department. He has served as President of the European Marketing Academy (EMAC) for the biennium 2008-2010 and as Vice President from 1990 to 1993 and Chairman of the Global Sales Science Institute (GSSI) from2010 to 2012. He has presented various works in U.S.A., Canada, Australia, Asia and Europe and has published more than 180 articles in international conference proceedings and the most prestigious international scientific journals of Marketing including Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Product Innovation Management etc. He is also on the editorial board of six International Journals and has received several times Best Paper Awards. His scientific work has been recognized internationally, since it has been cited in more than 3.000 scientific articles published in the most prestigious scientific journals of marketing.

Konstantinos Lionakis, Ph.D., New York College Athens, Greece,  holds an MSc and a PhD in Marketing & Communications from the Athens University of Economics and Business, and a BSc in Mathematics from the University of the Aegean. He has written several articles for academic journals and international academic conferences. He is currently teaching Sales Management at the MBA program of the Athens University of Economics and Business, Marketing Management at the MBA program of the Agricultural University of Athens, and Marketing related courses at the MBA programs of New York College Athens (NYC), and International College of Business Studies (ICBS). He is working as a research fellow at the Athens Laboratory of Research in Marketing (ALaRM) of the Athens University of Economics and Business, while, in parallel, is running as GM the tutorial school “diatrivi” which he founded in 2011.

DOI: 10.14611/minib.15.01.2015.09

Contact:avlon(at), Lionakis(at)

MINIB, 2015, Vol. 15, Issue 1
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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