3 Integration

3.1 The role of marketing in High Tech enterprises and the importance of integration

3.1.1 The role of marketing in High Tech enterprises

Marketing research: “When marketing visits the workplace of engineers to see what they are up to”.

Marketing: “What one devises, when he cannot sell his products”.

As strange as it may sound, the quotes above are “jokes” made by engineers at the expense of the marketing department (Workman, 1993). Perhaps the principal role assigned to the marketing department is the role of the joining link and channel of communication between the company and its customer base. It is, in other words, the representation of the customer’s voice inside the company. This voice is of vital importance, especially ...

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