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Internal Marketing: Integrating R&D and Marketing Within the Organization

Ashok K. Gupta (Professor of Marketing in the College of Business Administration at Ohio University, Athens. He holds a B.Tech. in Mechanical Engineering from the Indian Institute of Technology, Kanpur, India, and an MBA and Ph.D. from Syracuse University.)
Everett M. Rogers (Walter H. Annenberg Professor of Communication at the Annenberg School of Communications, University of Southern California, Los Angeles.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1991



Examines organizational adoption of R&D/marketing integration from a diffusion‐of‐innovations perspective, summarizing findings and concepts gleaned from research. Applies these findings to improve understanding of the problem of integrating R&D and marketing in the new product development environment. Offers managerial recommendations for increased cooperation and communications between the marketing and R&D functions. Presents an agenda for further research.



Gupta, A.K. and Rogers, E.M. (1991), "Internal Marketing: Integrating R&D and Marketing Within the Organization", Journal of Services Marketing, Vol. 5 No. 2, pp. 55-68.




Copyright © 1991, MCB UP Limited

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