Rapprocher achats et marketing dans l’entreprise. Mieux collaborer en interne pour mieux collaborer en externe

Catherine Pardo, Philippe Portier and Robert Salle

Revue française de gestion, 2016, vol. N° 258, issue 5, 11-27

Abstract: Collaboration, within one company, between the purchasing and marketing functions is rarely developed. The academic literature on this topic is limited. Yet, the relationship between these two functions allows the alignment of the relationships they have, upstream, with suppliers, and downstream, with customers. This article examines the nature and challenges in bringing closer the purchasing and marketing functions within the same company.

Date: 2016
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