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Conflicts between engineering and marketing units |
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| Authors: | J Donald Weinrauch Richard Anderson |
| Abstract: | Complex issues in today's highly technological society continue to demand an effective relationship between industrial marketing and engineering. Nevertheless, we may frequently see counter productive and contradictory behavior between the two professions. To broaden and enhance marketing thinking, this article explores a number of relevant challenges, opportunities, and possible solutions for managing potential conflict between industrial marketing and engineering. |
| Keywords: | Address correspondence to: J Donald Weinrauch Professor of Marketing Tennessee Technological University Department of Marketing and Management Box 5023 Cookeville Tennessee 38501 USA |
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