Marketing’s Interfunctional Interfaces

• المؤلفون الرئيسيون: MONTGOMERY, David B., WEBSTER, Frederick E.
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 1997
• الموضوعات: marketing interfaces with other functions; marketing paradigm shifts; conflict/cooperation; strategy and tactics; Business; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/1617; https://doi.org/10.1023/A:1009709931194
• المؤسسة: Singapore Management University

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�...