The Marketing Support for Sales Based on Sales and Marketing Employees Coordination

Cooperation between sales and marketing departments is one of the most important issue for contemporary companies. Both departments have their common tasks and goals, success of those realization depends on ability of these departments to cooperate with each other. Marketing department needs feedback from sales department for creation of successful marketing strategy, understanding of consumers’ needs. At the same time sales department needs help of marketing department in promotion. There were some publications on the topic of cooperation between marketing and sales departments. But for the last decade, there were a significant shift in consumers behavior, the point of sale became an important factor in decision-making process, and as a result, except traditional marketing, there has developed a new branch of marketing – trade marketing. The goal of the work is to reveal factors, which have influence on cooperation of brand marketing, trade marketing and sales departments of pharmaceutical company Sanofi, and development of practical implications for improvement of the cooperation. In the work, there are used model, proposed by F. Kotler, N. Reckhem and S. Krishnaswami for defining the type of cooperation between departments.