What happens when it all goes right?
13 September 2012
While the methods of procurement and marketing aren’t always compatible, at some companies, the two departments have developed strong links that support brand value
Just like a love story, the relationship between marketing and purchasing may not be obvious, or even necessarily love at first sight.
Traditionally, the pair have viewed each other with a kind of mutual mistrust, unsure of the other’s motivations, yet at the same time being naturally drawn together.
From a marketing perspective, purchasing often holds...