Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

By David Bruce Montgomery, Frederick Webster
1997Working Paper No. 1440

In December, 1996 the Marketing Science Institute sponsored a workshop rntitled "Interfunctional Interfaces: The Management of Corporate Fault Zones." The purpose of the workshop was to bring industry and academic participants together in order to share insights and ideas leading to a definition of opportunities for significant research on the relationship of marketing to other parts of the business. The authors served as co-chairs of the conference.