Title

Marketing/Manufacturing Interfaces

Publication Type

Journal Article

Publication Date

1985

Abstract

Most firms separate the marketing and manufacturing functions into distinct organizational groups without fully considering the interactions and conflicts between the two functions. These interactions can have very significant costs for the if they are not recognized. We discuss situations in which strategy and policy in the two areas are not synchronized. They include issues such as capacity decisions, inventory deployment and location in manufacturing; and price-promotion policy, forecasting and market intelligence in marketing. These topics are discussed in the context of case examples, which illustrate problems that can arise when interactions are not recognized.

Discipline

Business Administration, Management, and Operations | Marketing

Research Areas

Marketing

Publication

Issues

Volume

16

First Page

311

Last Page

328

ISSN

0923-6716

Identifier

10.1007/0-387-25002-6_11

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