Integrated marketing‐manufacturing strategies

Integrated marketing‐manufacturing strategies Asserts that there are two forces at work in the business environment that are requiring organizations to rethink their business models: the power of customers and changes in technology. Suggests that companies are moving away from customer‐relationship‐management to customer‐managed relationships. Discusses how successful manufacturing businesses adapt to “high pressure” markets. These organizations leverage advanced manufacturing technologies, such as flexible tooling, computer‐aided design and computer‐integrated manufacturing control systems, to significantly improve their strategic marketing capabilities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Integrated marketing‐manufacturing strategies

Journal of Business & Industrial Marketing, Volume 16 (2): 16 – Apr 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620110384141
Publisher site
See Article on Publisher Site

Abstract

Asserts that there are two forces at work in the business environment that are requiring organizations to rethink their business models: the power of customers and changes in technology. Suggests that companies are moving away from customer‐relationship‐management to customer‐managed relationships. Discusses how successful manufacturing businesses adapt to “high pressure” markets. These organizations leverage advanced manufacturing technologies, such as flexible tooling, computer‐aided design and computer‐integrated manufacturing control systems, to significantly improve their strategic marketing capabilities.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Apr 1, 2001

Keywords: Business‐to‐business marketing; Marketing strategy; Customer orientation; Manufacturing strategy

References

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