The inevitability and advantages of merging buying and marketing

Abstract

Developed Western economies have seen a transition away from manufacturing and toward service-based economy. The whole nature of marketing has changed dramatically, moving away from an emphasis on product exchange and toward the supply of services. Because of the change from product-to capability-focused commerce, this study looks at how marketing and buying relate to one another. We anticipate a tighter
relationship between the buying and marketing teams for two main reasons. To begin, the buying department will need to be more involved and marketers will need to obtain goods and services from third-party suppliers as they shift their emphasis from products to solutions. Secondly, in order to meet client demands, marketing and buying will need to work together more closely as customer-centric marketing and build-to-order manufacturing gain traction. Recruitment, training, and selection practices for marketers and buyers, as well as their responsibilities within the supply chain, will undergo transformations as a result of these novel aspects of the
marketing-purchasing relationship. We go into more detail on these developments that are anticipated to happen in B2B firms, as well as the ramifications for managers.