haku: @author Maltz, E. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Maltz, E. Kohli, A. |
| Otsikko: | Reducing marketing's conflict with other functions: the differential effects of integrating mechanisms |
| Lehti: | Journal of the Academy of Marketing Science
2000 : FALL, VOL. 28:4, p. 479-492 |
| Asiasana: | MARKETING FINANCE MANUFACTURING |
| Kieli: | eng |
| Tiivistelmä: | To operate effectively, marketing must work in harmony with other functional departments in a firm. This study focuses on marketing's interactions with three functions that play a key role in the achievement of marketing goals - finance, manufacturing, and R&D. The authors combine insights from previous studies and interviews with practicing managers to identify six integrating mechanisms proposed to mitigate manifest interfunctional conflict (behavior that frustrates marketing initiatives). |
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