The international economic crisis has modified structure and trends of many markets. Few studies have been conducted, nowadays, on the consequences for the Marketing and Sales functions. This article presents the results of a survey on a sample of medium-sized companies, aimed at understanding the current changes in market strategies and in the role and importance ascribed to such functions. The results highlight in these companies the emergence of an increased market orientation, associated to a greater valorization of the above mentioned functions. Sales are becoming also important for the analysis of customers and markets, in a context of increasing cooperation with Marketing. Nevertheless, a significant gap remains to be filled between the results to be achieved and the resources to be budgeted for these activities.
Keywords: Marketing sales, medium size enterprise, competitive strategies, economic crisis, organizational innovation