Marketing and MIS During Times of Resource Scarcity

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MIS managers generally have not stressed the marketing aspects of their operations. A more widespread concern is with the shortage of systems analyst and programmer resources. In an effort to learn how one group of MIS managers views their marketing responsibilities and practices in a shortage era, a study was conducted and the results were used to describe both short term and long term MIS marketing plans. These plans are developed by identifying critical areas in the organization in light of corporate objectives, user needs, and MIS resources.
Additional Details
Author Raymond McLeod, Jr., and William L. Fuerst
Year 1982
Volume 6
Issue 3
Keywords corporate computing facility, demarketing, marketing, marketing mix, marketing plan, resource shortage, marketing strategy, MIS manager, target market
Page Numbers 45-54
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