A New Era: Overcoming Potential Conflict between Marketing Management and MIS

Abstract

To achieve organizational objectives, marketing managers must cooperate with executives from other business functions. Despite this well-known premise, many modern and profitable companies are experiencing serious conflict between marketing and other company departments. Previous writers (Kotler 1978 and Shapiro 1977) have dealt with interdepartmental rivalries between marketing and: manufacturing, research and department and public relations. These writers showed how each of these reported business functions were unique and how intergroup rivalries developed with marketing.