IT: The Information Technology Dichotomy

Abstract

This empirical research studies the marketing information systems of various enterprises ranging from a small business to a national corporation. The use of IT by these organisations in support of their marketing functions is examined especially in relation to such things as size of enterprise, resources available and used, the personalities and dominant “culture” of the company. The results show clear differences between tactical and strategic IT systems according to these dimensions.

Citation

Kench, R. and Evans, M. (1991), "IT: The Information Technology Dichotomy", Marketing Intelligence & Planning, Vol. 9 No. 5, pp. 16-22. https://doi.org/10.1108/02634509110137206