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- General Management
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- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Organizing for High-Tech Marketing
內容大綱
Companies that link research and development (R&D) and marketing can effectively anticipate, analyze, and exploit market opportunities. The makeup of the marketing and R&D team depends on whether the product or application is in development or being sold. Top management must forge the linkage between marketing and R&D, so each group is concerned not only with market planning but also with offering directions for new research and applications.