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Marketing and engineering revisited

Geoff Lancaster (Geoff Lancaster is Chairman of Durham Associates Ltd (Management Consultants) of Castle Eden, County Durham and Chairman of Management Development Centre Ltd of Woolley Hall, Wakefield. He holds a part‐time appointment with the University of Newcastle upon Tyne. He was previously Professor of Marketing at the University of Huddersfield. He has published marketing textbooks with McGraw‐Hill, Butterworth‐Heinemann, Pitman, Longman and Macmillan.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1995

2878

Abstract

A number of problems have been highlighted in relation to the roles of marketing and engineering and reported in the Journal of Marketing Management in 1993 (Vol. 9 No. 2, pp. 141‐53). This earlier article merely pointed out the problems of this uneasy relationship and hinted at solutions. Much has been researched and reported since then. Attempts to integrate this material over a number of areas including an international dimension, strategic and tactical implications, service and quality improvement issues and product mix decisions. Then goes on to propose solutions based on the researched evidence that is currently forthcoming.

Keywords

Citation

Lancaster, G. (1995), "Marketing and engineering revisited", Journal of Business & Industrial Marketing, Vol. 10 No. 1, pp. 6-15. https://doi.org/10.1108/08858629510081540

Publisher

:

MCB UP Ltd

Copyright © 1995, MCB UP Limited

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