The Marketing Strategy Center: Diagnosing the Industrial Marketer's Interdisciplinary Role

Abstract

Strategic interdependencies exist between marketing and other functional areas in the industrial firm. The concept of the marketing strategy center is offered as an organizing framework for exploring the industrial marketer's interdisciplinary role in the development and implementation of marketing strategy. Parallels between organizational buying behavior research and studies of executive decision-making processes are explored. Key research and managerial implications are highlighted.