The interaction of systems analysis and marketing planning

Abstract

The interaction between a company's Marketing and Research & Development Departments is a critical one in new product planning and development. The author suggests a relatively new approach from the R & D side to insure balanced planning of new products. He first describes and compares systems analysis and marketing planning characteristics. He then discusses past coordinating approaches and the systems engineering concept in precursor roles to the systems analysis group in R & D. Specific assignments of a systems analysis group are defined, its interaction with marketing planning is discussed, and the advantages of the approach are presented. Finally, a description of some possible interaction problems between such groups is given.