Marketing’s Interfunctional Interfaces

Marketing’s Interfunctional Interfaces

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�...

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Bibliographic Details
Main Authors: MONTGOMERY, David B., WEBSTER, Frederick E.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 1997
Subjects:
marketing interfaces with other functions
marketing paradigm shifts
conflict/cooperation
strategy and tactics
Business
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1617
https://doi.org/10.1023/A:1009709931194
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Institution: Singapore Management University
Language: English
Description
Summary: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.

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