Integrated marketing‐manufacturing strategies

Abstract

Asserts that there are two forces at work in the business environment that are requiring organizations to rethink their business models: the power of customers and changes in technology. Suggests that companies are moving away from customer‐relationship‐management to customer‐managed relationships. Discusses how successful manufacturing businesses adapt to “high pressure” markets. These organizations leverage advanced manufacturing technologies, such as flexible tooling, computer‐aided design and computer‐integrated manufacturing control systems, to significantly improve their strategic marketing capabilities.

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