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In this paper we address two issues facing marketing management: firstly, the need to make marketing a more central function of the firm and secondly to explore ways in which marketing can be more innovative. We do this by investigating the logic of marketing management as practiced by Corporate Marketing Executives (CME). Logics describe the sense making activities of managers which help explain the disparate ways in which marketing managers approach similar marketing problems. Methodology: The paper develops a framework for analysing managerial decision making. The research applies a Grounded Theory technique and 15 personal in-depth interviews are carried out with top managers in marketing (CMEs) in 3 financial services companies, 3 telecommunications and IT companies and 9 pharmaceutical companies.

Although it is evident that product development (PD) within most companies does not take place in a vacuum, little is known about the in¯uence that other core company processes may have on the way PD activities are carried out. In the study presented in this paper, we focus on an analysis of the relationship between marketing strategies and the way customers are integrated in PD. An exploratory analysis of three medium sized companies acting in the interior design and the software industries (IT), represent the empirical base. The result of the analysis shows that customization as an overall business strategy may act as a barrier to customer integration in PD, due to the nature of companies' strategies for innovation and for customer relationship management, respectively. Additionally, motivation and capabilities are identi® ed and discussed as two core constructs related to, and antecedents for, customer integration in PD.