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Industrial Marketing: Managing New Requirements
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By Frank V. Cespedes
Spring 1994
Reprint 3534
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Volume 35, Number 3, pages 45-60, 16 pages
Primary Topic: Marketing
SummaryIn most industrial firms, marketing efforts encompass three groups: product management, sales, and customer service units. Mangers have devoted much attention to managing effectively within each unit but not to coordinating across the units. The authors discusses why managing these marketing interfaces is increasingly important and complex at industrial firms, the interdependencies and organizational barriers that affect their joint activities, and the strengths and vulnerabilities of initiatives aimed at improving links among the marketing groups. |
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