Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT

摘要: This paper discusses the relationship between traditionalfunctions of Marketing and Information Technology (IT) from theperspective emerging “information-intensive” marketsthat characterize environment faced by most modern organizations.First, a conceptual framework is presented for understandingthe range information-intensive strategies (built aroundexploiting Customer File as key corporateasset) that are increasingly determinants competitivesuccess. Next, appropriate organizational structure to supportthese proposed—one in which historicalseparation marketing IT abandoned favor ofa new organized around core set information-processingactivities. Finally, characteristics this organizationare described—in particular its role “market-drivenlearning organization” and, increasingly, living, biologicalorganism.