Coordinated use of direct marketing and field sales in a B2B context

In the context of customer communication, it is of central importance not to view the use of direct marketing (DIMA) and sales field service (VAD) in isolation from each other, but to use these instruments in a targeted and coordinated manner. Despite the increasing practical importance, a systematic scientific examination of the subject of the coordinated use of DIMA and VAD has been lacking so far. Against this background, Tobias Fredebeul-Krein follows an explorative research approach and conducts 44 in-depth interviews with decision-makers from companies in various industries, reflecting the experience gained from various activities at the upper levels of management. Based on the explorative analysis, the author identifies key determinants as well as potential success factors and effects of a coordinated deployment of DIMA and VAD.