Anzeige
Erschienen in:
2018 | OriginalPaper | Buchkapitel
Can Marketing and IT Be Friends? The Impact of Information Strategy, Structure, and Processes on Business Performance: An Abstract
verfasst von : Stefan Sleep, Dana Harrison
Erschienen in: Back to the Future: Using Marketing Basics to Provide Customer Value
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Abstract
The management of information is critical to customer relationship management and business performance. Marketers are increasingly becoming engaging in information management from inception or being tasked with advanced technology infrastructure decisions that will effectively collect and analyze information. To address the increasing role of information and technology in marketing strategy, the focus of this research is twofold. First, we investigate the impact of uncoordinated information management on the quality of information available. Next, we explore how behavioral (e.g., trust, power, strategic alignment), relational (e.g., collaboration), and resource (e.g., data analytics skills, data decision-making culture) elements impact the role of information governance on firm performance.