Towards Compatible Objectives — The Production Marketing Interface

Abstract

This article argues that the conflict between marketing and production can only be resolved by an understanding and recognition of the extent to which marketing influences and is dependent on the production function. It further argues that this understanding must begin during the planning process, when areas of joint responsibility (e.g. for setting stock levels) are identified and responsibility is jointly assigned for establishing objectives which are vertically and horizontally compatible. A classification system to assist the process of understanding the nature of objectives is put foward, and a theory of objective sets to assist the development of rational planning and review procedures is developed. The classification system and the theory have general applicability as well as specific value in facilitating and integrating marketing planning at strategic, tactical and operational levels.

Citation

Payton, T.H. (1986), "Towards Compatible Objectives — The Production Marketing Interface", Marketing Intelligence & Planning, Vol. 4 No. 4, pp. 14-25. https://doi.org/10.1108/eb045734