A case study in marketing-manufacturing interface
Author
Eren, Demet
Advisor
Erel, Erdal
Date
1995Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
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Abstract
The coordination between the marketing and manufacturing departments plays
an important role in the implementation of the corporate strategy. The conflicts
and gaps between these two departments impede the successful implementation
of corporate strategy. Therefore understanding and managing the marketingmanufacturing
interface is critical for the success of the company. This study
investigates the gaps and factors affecting these gaps in the marketingmanufacturing
interface and developes and uses a survey instrument in a case study.