The boundaries between marketing and production are profoundly changing. These changes are due to the development of information technologies and the tendency toward narrower market segments. They give birth to cross-functional organizations where marketing and production interact. Products become processes. Marketing's main goal becomes the long-term relation with each client. These phenomena deserve the attention of researchers.
TARONDEAU, J.C. (1998). L'émergence du "sur mesure". Revue Sciences de Gestion (Iseor), pp. 377-394.