A case study in marketing-manufacturing interface : Ateş Mobilya

Date
1994
Instructor
Source Title
Print ISSN
Electronic ISSN
Publisher
Bilkent University
Volume
Issue
Pages
Language
English
Type
Thesis
Journal Title
Journal ISSN
Volume Title
Abstract

The coordination between Marketing and Manufacturing departments is a key determinant of an organization’s level of competitiveness. The lack of coordination between these two functions can be attributed to various factors. The aim of this study is to develop a qualitative research tool for understanding the effects of such factors on the Marketing - Manufacturing interface and to provide an empirical case study by applying this tool to a manufacturing organization. The study is concluded with an analysis of the findings and recommendations for future use.

Course
Other identifiers
Book Title
Keywords
Marketing, Manufacturing, Interface, Qualitative, Case Study
Citation
Published Version (Please cite this version)