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Title:
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BRIDGING THE GAP BETWEEN MARKETING & IT |
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Author(s):
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Marco Aureli, Francesco Margiotta, Alberto Polzonetti |
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ISBN:
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978-989-8533-60-9 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2017 |
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Edition:
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Single |
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Keywords:
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Marketing, IT, Customer Identity, Access Management |
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Type:
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Short Paper |
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First Page:
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245 |
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Last Page:
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250 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Many companies at this time fail to exploit the full potential of cooperation between marketing and IT departments, this leads to loss of useful information, to less than optimal infrastructure management and company image. The influence of marketing activities over IT infrastructure is expected to become greater in the next years, at the same time a well implemented IT infrastructure could give the marketing department useful insight about the customers. Greater collaboration between marketing and IT would allow for a better knowledge of the customer and for a more effective and accurate presentation of the company with positive returns in term of product marketing and company identity. |
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