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| Author: | Gardiner, S. C. Hanna, J. B. LaTour, M. S. |
| Title: | ERP and the reengineering of industrial marketing processes: a prescriptive overview for the new-age marketing manager |
| Journal: | Industrial Marketing Management
2002 : JUL, VOL. 31:4, p. 357-365 |
| Index terms: | Industrial marketing Re-engineering Resource management |
| Language: | eng |
| Abstract: | The implementation of enterprise resource planning systems enables industrial amrketing management to pursue the reduction of marketing cycle times and enhance customer service. The use of ERP systems is closely associated with business engineering, which focuses on decades of research to benchmark optimal business practices. A descriptive overview of ERP strategic applications for industrial marketing is provided along with case examples. |
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