The marketing approach to purchasing

The determination of supply and demand is a complex problem to which both sides of the equation must contribute. Although marketing departments have organized themselves to provide such a contribution to data, purchasing has done little to promote its contribution to demand forecasting. Until it does the equation will remain not merely complex but insoluble.A continuous inter-change between marketing and purchasing, supplier and customer, is essential for improving the accuracy of longer range forecasting and for logistical co-ordination of investment planning. The corporate plans of manufacturing organizations, at least, should reflect these considerations.