Relationship issues in creating the customer database: The potential for interdepartmental conflict between marketing and MIS
✍ Scribed by Lisa A. Petrison; Paul Wang
- Publisher
- John Wiley and Sons
- Year
- 1993
- Weight
- 845 KB
- Volume
- 7
- Category
- Article
- ISSN
- 0892-0591
No coin nor oath required. For personal study only.
✦ Synopsis
The growing interest in creating customer databases at many companies has led to increasing interactions between marketing and computer systems personnel. However, a review of literature on interdepartmental conflict suggests that in many cases the potential for conflict between these two areas is high. This article examines factors that may influence the formation of an effective relationship between the t w o departments, and compares the potential advantages and disadvantages of building a marketing database in-house versus at an outside company. Potential ways that conflict between marketing and systems departments can be managed is also discussed.