A marketing maturity model for IT: Building a customer-centric IT organization

Document Type

Article

Publication Date

1-1-2006

Abstract

Despite a variety of management tools, valuable management prescriptions, and the desire of information technology (IT) managers and business managers alike to build a better relationship, the current state of the IT-business relationship is far from ideal. Although many believe the difficulty in managing this relationship is rooted in differences in knowledge, culture, motivation, and language, we argue in this paper that the key to managing relationships is in the frame of reference and that a marketing perspective can prove valuable. We outline how concepts from marketing (e.g., price, product, customer, place, and promotion) are useful within an IT context and propose a marketing maturity model for IT executives to assess how to enhance their relationship with their business counterparts. © Copyright 2005 by International Business Machines Corporation.

Publication Source (Journal or Book title)

IBM Systems Journal

First Page

181

Last Page

199

This document is currently not available here.

Share

COinS