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Aligning marketing and sales is crucial in B2B markets due to the changing buying process, where buyers are informed before contacting sales. Kotler identifies four relationship types between marketing and sales: undefined, defined, aligned, and integrated, with increasing levels of collaboration and shared objectives. Additionally, business demand is characterized by derived demand, perverse elasticity, and discontinuity, requiring firms to monitor the entire value chain and adopt a proactive approach to d

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netononnet

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