Inter-functional Collaboration and Inter-organizational Relationships in Communications Strategy Implementation

  • John A. Canacott Durham University Business School
  • Nicholas T. Ellis Durham University Business School
  • Mark Tadajewski Durham University
DOI: https://doi.org/10.4025/rimar.v8i1.41078
Palavras-chave: Marketing Strategy Implementation, Sales and Marketing Collaboration, Inter-organizational Relationships, Communications Campaign

Resumo

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 inter-personal and inter-organizational relationships.

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Biografia do Autor

John A. Canacott, Durham University Business School

John has over 30 years senior management experience, acting as founder and CEO of a number of marketing communications agencies that were ultimately acquired by multi national groups. He has served on the boards of Publicis, Mosaic and BBDO companies.

He also has extensive healthcare marketing experience and  is Currently CEO of River Medical.

John recently completed a Doctorate at Durham University Business School specialising in integrated sales and marketing, and organizational integration. Prior to this John also completed an MBA at Durham University and also holds a degree in marketing.

John is Member of the adjunct faculty at Durham University Business School on the Global learning MBA and acts a PHD supervisor on occasion.

He frequently writes for leading trade marketing publications.

Nicholas T. Ellis, Durham University Business School
Nick Ellis is Professor of Marketing Management at Durham University Business School. His work focuses on inter-organizational relationships and the social construction of identities in B2B marketing contexts. He uses discourse analysis to explore spoken and written texts from the worlds of marketing and purchasing management; as well as to critically examine aspects of supply chains, entrepreneurship, consumption and alternative modes of organisation. Nick's broadly interpretivist research approach embraces marketing and organization studies, with publications in leading journals across both disciplines including Industrial Marketing Management, Marketing Theory, Journal of Marketing Management, Organization Studies, Human Relations and Organization. He has written a sole-authored book on B2B marketing for OUP and a co-authored text on critical marketing for Sage, for whom he has also edited a collection of major works in B2B marketing. Nick is Deputy Head of the Department of Management and Marketing at Durham, having previously been Director of the PhD Programme. He currently teaches marketing on a number of MBA courses. Prior to joining Durham, he was Senior Lecturer at the University of Leicester where he was Director of Postgraduate Studies. Nick has also worked at the University of Derby where he combined his academic role with responsibilities for HE/business liaison. He was employed for several years with the HMV retail group, working in sales, marketing and purchasing
Mark Tadajewski, Durham University
Mark Tadajewski is employed at the time of writing by Durham University, UK. He writes mainly about the history of marketing theory and critical marketing studies. A current project deals with the relationship between socialism and the development of marketing thought. He is actively involved in scoping out a major empirical research project for which he intends to secure substantial funding and expects to run across multiple years, with the assistance of specialists from the fields of consumer research, psychology and medicine. Moreover, he is editing a large collection of original research on critical marketing studies that will be published by Routledge in 2018. This contains contributions from the leading minds in the field. He teaches marketing theory to his postgraduate students; as well as integrated marketing communications and strategic brand management to undergraduates. He likes working with these groups as they keep firmly him on his intellectual toes. They are critical, yet constructive in their engagement with his teaching. That makes it a great learning experience for all parties. Alongside these activities, Mark undertakes major leadership roles among the wider academic community including the editorship of the Journal of Marketing Management. He works as an Associate Editor of the Journal of Historical Research in Marketing and is the co-editor of two major monograph series for Routledge. In the past few years, he has lost count of the number of special issues he has produced that push the frontiers of knowledge in our discipline. In his spare time, he likes to read about marketing, keeping up-to-date with the latest literature. Some would call his life one-dimensional. Mark prefers to call it focused. 
Publicado
2018-12-11
Como Citar
Canacott, J. A., Ellis, N. T., & Tadajewski, M. (2018). Inter-functional Collaboration and Inter-organizational Relationships in Communications Strategy Implementation. Revista Interdisciplinar De Marketing, 8(1), 1-16. https://doi.org/10.4025/rimar.v8i1.41078
Edição
v. 8 n. 1 (2018): janeiro-junho
Seção
Artigos

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