Marketing’s Inter-functional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

In December 1996, the Marketing Science Institute sponsored a workshop titled, “Inter-functional 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.