Can Marketing and IT Be Friends? The Impact of Information Strategy, Structure, and Processes on Business Performance: An Abstract

Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The management of information is critical to customer relationship management and business performance. Marketers are increasingly becoming engaging in information management from inception or being tasked with advanced technology infrastructure decisions that will effectively collect and analyze information. To address the increasing role of information and technology in marketing strategy, the focus of this research is twofold. First, we investigate the impact of uncoordinated information management on the quality of information available. Next, we explore how behavioral (e.g., trust, power, strategic alignment), relational (e.g., collaboration), and resource (e.g., data analytics skills, data decision-making culture) elements impact the role of information governance on firm performance.

References Available Upon Request

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Georgia Southern UniversityStatesboroUSA
  2. 2.East Tennessee State UniversityJohnson CityUSA

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