[Autom. eng. transl.] The work emphasizes the presuppositions and implications of a close interaction between two business functions, apparently at the antipodes - marketing and purchasing. This interaction is not always necessary or generative of value. The study recognizes the growing relevance of dialogue and interaction between marketing and purchasing but at the same time examines the variables that variously affect the quality and intensity of this relationship as well as the opportunity and effectiveness of the same. The theme of the relationship between marketing and purchasing is framed within the more general theme of the relationship between marketing and other business functions. The determinants of the interaction between marketing and purchasing are then analyzed and the conditions and the ways in which this interaction can variously manifest themselves.
|Translated title of the contribution||[Autom. eng. transl.] The relationship between Marketing and other corporate functions: Marketing and Purchasing|
|Title of host publication||Dialoghi sul Marketing|
|Number of pages||15|
|Publication status||Published - 2015|