Marketing and engineering: Can there ever be synergy?

Abstract

This paper puts forward a number of views about marketing that are commonly held by engineers. It goes on to argue the link between marketing and engineering taking into account past areas of conflict. It then poses new ways forward as a result of new methods of manufacture, together with new demands being made on manufacturing companies by more discerning customers. Flexibility is seen to be critical in the link between customers and the company, and the catalyst is seen to be marketing. A postulation is made in relation to the future, and suggestions are made as to what marketing and engineering must do in order to provide the levels of customer satisfaction that will be demanded.