haku: @indexterm Industrial marketing / yhteensä: 439
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| Tekijä: | Shaw, V. Shaw, C. |
| Otsikko: | Conflict between engineers and marketers: the engineer's perspective |
| Lehti: | Industrial Marketing Management
1998 : JUL, VOL. 27:4, p. 279-292 |
| Asiasana: | MARKETING INDUSTRIAL MARKETING CONFLICT |
| Kieli: | eng |
| Tiivistelmä: | It is widely known that an effective interface between the engineering and marketing functions of an organization is vital for the successful development of engineering products. However, researchers have identified the existence of high levels of conflict between engineers and marketers, which may be hampering an effective interface. This study aims to consider the issue of conflict between engineers and marketers from the perspective of engineers at all levels within an organization. |
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