marketing and operations coordination
Sioled Working pg.117
lack of communication between management functions/ poor integration of decision-making
companies driven by marketing planning could allow operations strategy to drift through lack of attention pg117
Piercy (2010)
company strategy
important to ensure sales growth
distant relationship could lead marketing to the creation of unrealistic expectations
shapiro (1977) pg.118
areas of conflict
evaluation and rewards
marketing managers- profit orientated
operations manager- cost orientated
inherent complexity
marketing managers- soft(qualitative) data
operations manager - hard (quantified) data
cultural difference
complicating factors
need to interface with other functions such as research
need for cooperation being greater for companies under rapid growth
technological change
difficulty of changing increasingly automated operations
online shopping pg119
fast fashion pg119
improving coordination pg 119-120
partnership improving due to increasing digital market
traditional marketing channels replaced by holistic approaches (winterberry group,2012)
speed
insight
access
flexibility
increase responsiveness
improve understanding of customer
use best mix of media
provide dynamic capability through continuous input facility- data
adapt to changing needs, priorities and demand
christopher and Ryals (2014)