Marketing and Other Business

Outline
Introduction
Some interdependencies between the marketing and other business
Implications of the interrelationships between marketing and other business functions to research in marketing
An interfunctional research agenda for new products
Concluding remarks

Introduction
The objective of our presentation are to outline briefly some of the major interdependencies between marketing and the other business functions

Some interdependencies between the marketing and other business
Finance and marketing
Accounting and marketing
Production and marketing
Customer service and marketing
Procurement and marketing
R&D and marketing
Personnel and marketing
Legal considerations and marketing
PR and marketing
Top management, strategic planning and marketing

Implications of the interrelationships between marketing and other business functions to research in marketing
Marketing research
Marketing models and theory
Determining the size and allocations of marketing budgets
Marketing planning and control
Marketing and management information systems
Design of marketing strategies
Design of marketing organization

An interfunctional research agenda for new products
Determining new product objectives
Idea generation
Idea/concept screening and concept product/evaluation
Concept/product development
Final product evaluation and development of marketing strategy
Continued evaluation of product performance
Product introduction

Concluding remarks
Greater interface between the marketing and other business would not only enrich our discipline, but could also lead to greater relevance of the results of research in marketing
Approaching HR with a Marketing Point Of View