Marketing’s Interfunctional Interfaces

Author

David B. MONTGOMERY, Singapore Management UniversityFollow
Frederick E. WEBSTER, Dartmouth College

Publication Type

Journal Article

Publication Date

9-1997

Abstract

This paper first introduces the purposes and processes of the Marketing Science Institute's Workshop on Interfunctional Interfaces: The Management of Corporate Fault Zones. The motivating issues of value migration and market orientation are considered next followed by discussion of marketing's paradigm shift. The last half of the paper deals with several management problems and research issues which were identified during the workshop.Hopefully, these questions and research needs will help to accelerate development of research into these interface issues.

Keywords

marketing interfaces with other functions, marketing paradigm shifts, conflict/cooperation, strategy and tactics

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of Market-Focused Management

Volume

2

Issue

1

First Page

7

Last Page

26

ISSN

1382-3019

Identifier

10.1023/A:1009709931194

Publisher

Springer

Citation

MONTGOMERY, David B. and WEBSTER, Frederick E.. Marketing’s Interfunctional Interfaces. (1997). Journal of Market-Focused Management. 2, (1), 7-26.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1617

Additional URL

https://doi.org/10.1023/A:1009709931194