ABSTRACT
Total quality requires involvement not only within the marketing function but with other function areas as well. No wonder one of the main findings of a major study conducted by the Conference Board was the importance of the integration of marketing planning with other functions. Besides getting people to buy into the plan, there is another major reason why marketing professionals want involvement. Involvement also strengthens the plan itself. Others may have bits of information unknown to marketing professionals. At the same time, understanding grows. People are better able to spot problems and see solutions. Involvement strengthens the plan. Others may contribute bits of information which will help the plan to be more successful.
