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| Tekijä: | Shipley, D. |
| Otsikko: | Achieving cross-functional co-ordination for marketing implementation |
| Lehti: | Management Decision
1994 : VOL. 32:8, p. 17-20 |
| Asiasana: | MANAGEMENT ORGANIZATION STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | The prospects for effective external marketing are substantially eroded by internal hostility towards or non-compliance with external marketing implementation. Non-marketing specialists view marketing personnel with hostility and oppose the marketing way of doing business for reasons embedded in lack of marketing understanding, functional self-interest, complacency and intransigence. The article provides three sets of guidelines for increasing cross-functional support for marketing. |
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