Publisher's Synopsis
This provides marketers with a necessary clear view of the operations and capabilities of the main business areas and provides non-marketers with an up to date perspective of marketing. It also shows the importance of improved inter-functional communications and understanding in achieving organization success. Each chapter is illustrated with mini cases and two major case studies and it is suited to marketing and general management courses.;This text seeks to explore and clarify the relationship between marketing and the other functional areas of business. It enables both marketing specialists and non-marketers to better understand the nature of marketing and its interdependencies with corporate strategy, finance, manufacturing, research and development, design information technology and human resource management. Each section is written by a specialist in that particular functional area.;It is aimed at BABS 2/3/4 year; short courses; MBA; HNC/D; CIM; CMS/DMS.
