Diagnosing the Market Takeover, Harvard Business Review
The author suggests that executives should consider whether their company's interests are advanced by making all departments focus on customer satisfaction. A new marketing concept has led to organizational proposals, often creating much interdepartmental conflict and concern. The author says that there is less unanimity on how much authority marketing should have over other departments to bring about coordinated marketing. After briefly examining the typical concerns of each of the other departments, he concludes that top management should reduce its emphasis on departmental efficiency and increase its emphasis on the development of interdepartmental policies and practices designed to advance overall company interests.
Kotler, Philip. 1965. Diagnosing the Market Takeover. Harvard Business Review. 43(6): 70-72.