search query: @author Mentzer, J. T. / total: 14
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| Author: | Kahn, K. B. Mentzer, J. T. |
| Title: | Marketing's integration with other departments |
| Journal: | Journal of Business Research
1998 : MAY, VOL. 42:1, p. 53-62 |
| Index terms: | MARKETING ORGANIZATIONAL BEHAVIOUR |
| Language: | eng |
| Abstract: | Interdepartmental integration is very much a part of a marketing department's activities, but what is meant by integration is not well defined. Some literature has ascribed to a interaction perspective, where meetings and documented information exchange predicate marketing's relationships among departments. Other literature has ascribed to a collaboration perspective, where teams and collective goals are prescribed. A third group of literature has suggested that integration is a composite of interaction and collaboration. An empirical study of 514 marketing, manufacturing, and R & D managers was undertaken to investigate which one of these perspectives might be more valid for achieving performance success. Findings indicate that collaboration distinguishes successful performance and promotes marketing's satisfaction in working with other departments. |
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