Abstract
The purpose of this article is to offer a framework for integrating production and marketing more completely to accomplish the broader goals of the organization, with reduced conflict. Specifically, the production concept of the "focused factory" is integrated with the "systems approach" and concepts of industrial buyer behavior to exemplify how production and marketing can work better together. This integration is offered as a conceptual foundation to spur academicians to greater efforts toward the integration of marketing and production, thus to facilitate the "real world" integration of these functions.
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© 2015 Academy of Marketing Science
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Stevenson, T.H., Barnes, F.C. (2015). The Marketing-Production Interface: A Contingency Framework. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_82
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DOI: https://doi.org/10.1007/978-3-319-10966-4_82
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10965-7
Online ISBN: 978-3-319-10966-4
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