Abstract
This paper discusses the relationship between the traditionalfunctions of Marketing and Information Technology (IT) from theperspective of the emerging “information-intensive” marketsthat characterize the environment faced by most modern organizations.First, a conceptual framework is presented for understandingthe range of information-intensive strategies (built aroundexploiting the Customer Information File as the key corporateasset) that are increasingly the determinants of competitivesuccess. Next, the appropriate organizational structure to supportthese strategies is proposed—one in which the historicalseparation between marketing and IT is abandoned in favor ofa new structure organized around a core set of information-processingactivities. Finally, the characteristics of this new organizationare described—in particular its role as a “market-drivenlearning organization” and, increasingly, as a living, biologicalorganism.
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Glazer, R. Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT. Journal of Market-Focused Management 2, 65–81 (1997). https://doi.org/10.1023/A:1009793717081
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DOI: https://doi.org/10.1023/A:1009793717081