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| Author: | Bondra, J.C. Davis, R.V. |
| Title: | Marketing's role in cross-functional information management (Sales Management; Auftragsbearbeitung) |
| Journal: | Industrial Marketing Management
1996 : MAY, VOL. 25:3, p. 187-195 |
| Index terms: | |
| Freeterms: | MARKETING, MARKETING-INFORMATIONSSYSTEM, INFORMATIK |
| Language: | eng |
| Abstract: | Marketing has important responsibilities for positioning the business in the market place, developing the strategy of the company, and building cross- functional relationships. The case in this article describes how the implementation of sales, marketing, and management information tools in an industrial company helped the marketing function to assume a more powerful and effective role. It shows how the installation of information technology improved the coordination of work within marketing and across all the functions of the company. |
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