부산대학교 도서관

The article presents information on the importance of strategic marketing specially while introducing new products. A business enterprise can be seen as an organized collection of functions and tasks, each managed by distinct but interrelated groups of people. In new product development, for instance, marketing must relate successfully with the engineering, research and development, finance, production, procurement and personnel functions. The ways in which marketing interacts with other functions in an organization undergoing a shift towards market orientation and the devices used for managing those interactions are in any event seen as crucial.