Aligning marketing activities: production, sales and service

Abstract

Argues that the most successful 200 hi‐tech companies researched herein are those that used concurrent marketing techniques, and these are those that involved close integration of production management, sales management and field service operations — therefore involving fast interaction. Illustrates IBM in a highlighted box, discussing the way IBM solves its marketing problems. Sums up that concurrent marketing is both a challenge and an opportunity.

Citation

Kippenberger, T. (1998), "Aligning marketing activities: production, sales and service", The Antidote, Vol. 3 No. 5, pp. 10-11. https://doi.org/10.1108/EUM0000000006564