Abstract
Recent developments in the manufacturing technologies of many industries have arisen in response to market pressures. These technologies also make possible improvements and sometimes substantial changes in marketing strategies. Preoccupation with existing strategies may cause such opportunities to be overlooked. Where marketing strategies are re‐examined in the light of these new technologies failure to assess their impact on activities in addition to marketing may limit the realisation of all their benefits. The way in which marketing's relationship with manufacturing is likely to be affected by the Flexible Manufacturing System (FMS) is considered and the changes in role and responsibility needed to support new competitive advantages. Unless marketing and technology strategies are linked then the full benefits of the investment in Advanced Manufacturing Technology (AMT) will not be achieved. Only those firms whose management is imaginative enough to understanding and exploit AMT will obtain its significant benefits. The role of marketing management is to convert the distinctive competences offered by AMT into competitive advantages.
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