Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 16 32 2018 02 20 Model of Factors Influencing Exchange of Tacit Marketing and Sales Knowledge Exchange and its Impact on Marketing Success Model of Factors Influencing Exchange of Tacit Marketing and Sales Knowledge Exchange and its Impact on Marketing Success 96745 FA Mohsen Akbari Faculty Member, University of Guilan Mahmood Moradi Faculty Member, University of Guilan Mahsa Farkhonde MBA, University of Guilan Esmaiel Momen MBA, University of Guilan Journal Article 2017 06 20 The purpose of this study is identification of the factors effecting tacit knowledge exchange between sales and marketing departments and its impact on marketing success. This research is conducted in two phases; in which the first phase identifies the effecting factors and the second phase investigates the effect of these factors on tacit knowledge exchange and its impact on marketing success. Statistical population of this study in phase one is a team of ten member experts and in validation and measurement phase is 850 employees of sales and marketing in dairy firms of Guilan, of which 265 members are selected based on Morgan table and categorical method. Results show that interpersonal factors, organizational factors and individual factors affect tacit knowledge exchange between sales and marketing. Also, tacit knowledge exchange between sales and marketing affect innovation, proportional efficiency and proportional effectiveness of marketing programs. The purpose of this study is identification of the factors effecting tacit knowledge exchange between sales and marketing departments and its impact on marketing success. This research is conducted in two phases; in which the first phase identifies the effecting factors and the second phase investigates the effect of these factors on tacit knowledge exchange and its impact on marketing success. Statistical population of this study in phase one is a team of ten member experts and in validation and measurement phase is 850 employees of sales and marketing in dairy firms of Guilan, of which 265 members are selected based on Morgan table and categorical method. Results show that interpersonal factors, organizational factors and individual factors affect tacit knowledge exchange between sales and marketing. Also, tacit knowledge exchange between sales and marketing affect innovation, proportional efficiency and proportional effectiveness of marketing programs. https://jbmp.sbu.ac.ir/article_96745_2e5015ab2224aabdf686e1aff348db4f.pdf