In the Marketing class that I took at Yonsei (BIZ1102 Marketing in Fall 2008 taught by Dr. Seigyoung Auh) I came across this concept of Market Oriented. This is where the marketing is incorporatied horizontally across an organization and where every function has an understanding of the customer. This is quite different that many companies that segregate and isolate people into functional groups like marketing, sales, finance, engineering, etc. and use serial communication, which is like throwing a brick over a wall with a message attached.
The article that was amazing, problably required reading for every good marketing class is: What the Hell Is "Market Oriented"? by Benson P. Shapiro, found in the Harvard-Business-Review in Nov-Dec 1988 edition:
This article is absolutely timeless, and I see countless examples of companies that are so disconnected from the customer, such as excluding developers and software quality assurance from attending trade shows. Many times I have gone to conventions, and dealt with those that either don't care about the development or quality of a product they are trying to sell, or they simply do not have the knowledge or connections to enact change that could improve a product.
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