answered: Kotler, Rackham, and Krishnaswamy (2006) article Ending the
Kotler, Rackham, and Krishnaswamy (2006) article Ending the War Between Sales and Marketing
Although you would think that sales and marketing departments would have a lot in common, these two related functions often have very different levels of alignment.
After reading this article, please write two brief (50-word) postings:
1. Two major takeaways
What two aspects of the article did you find most interesting?
Did the alignment instrument (survey) seem helpful to you? (Students who are not working in marketing may apply principles of this article to their own experience, such as relationships between finance and IT.)
2. Usability
What ideas in this article could you apply to your work, if any?
Do you think measuring and monitoring alignment is practical in a real-world situation?
For example, what would your boss think if you proposed Kotlers alignment evaluation?
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