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

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  • Catherine Pardo
  • Philippe Portier
  • Robert Salle

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.

Suggested Citation

  • Catherine Pardo & Philippe Portier & Robert Salle, 2016. "Rapprocher achats et marketing dans l’entreprise. Mieux collaborer en interne pour mieux collaborer en externe," Revue française de gestion, Lavoisier, vol. 0(5), pages 11-27.
    • Handle: RePEc:cai:rfglav:rfg_258_0011
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