For Marketing & Advertising Professionals

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	August 30, 2004 Seven Ways To Bridge Marketing And IT Without Strong Coordination, Marketing Efforts Will Falter by Elana Anderson with Chris Charron, Sheila Baxter	Average: 10  (1 rating)

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Executive Summary

As marketers strive to integrate vast sources of data, present targeted messages to customers, and increase the measurability of marketing, technology is critical. But in many companies, IT and marketing have a dysfunctional relationship. Firms that enjoy the most productive marketing-IT partnerships share common characteristics: an executive-level business relationship, dedicated IT support, and joint decision-making and accountability.

TABLE OF CONTENTS

• The Disconnect Between IT And Marketing
• Seven Ways To Bridge The Marketing-IT Gap
• Supplemental Material
• Related Research Documents

This is an excerpt

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