California Management Review

Abstract

In a new industry technology and invention are in the driver's seat, and marketing, which must conform to their often erratic timing, relies heavily upon product innovation and segmentation of its buying public for success. But, this writer observes, as an industry matures and settles down, marketing assumes command, and, by integrating research with the sales function, harnesses R&D to make it serve marketing considerations instead of its own technological drives.

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