Cooperation of Business And B2B Marketing Activities in an Industrial Company

Abstract

The organizational arrangement of departments in Czech industrial companies is very often subject to conservative tendencies, and new elements are accepted with skepticism. Industrial B2B marketing is a functional area that was not contained in company structures for decades of years. Although consumer marketing (B2C) has already been established in enterprises, its B2B antipode still tries to find its place and is apprehended insufficiently. It has been fighting a battle with sales departments, even though their functions should complement each other and activities should be mutually cooperated. This article tries to find a system in the content of marketing and sales activities and derives their optimal integration in the structure of an industrial company.