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Integrated marketing‐manufacturing strategies

Paul Prabhaker (Professor of Marketing, Stuart School of Business, Illinois Institute of Technology, Chicago, Illinois, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 April 2001

3022

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.

Keywords

Citation

Prabhaker, P. (2001), "Integrated marketing‐manufacturing strategies", Journal of Business & Industrial Marketing, Vol. 16 No. 2, pp. 113-128. https://doi.org/10.1108/08858620110384141

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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