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Getting IT to work for marketing: Exploring collaboration between marketing and IT functions for the delivery of marketing innovation

Andrew Buckley, Journal of Direct, Data and Digital Marketing Practice Vol. 16, No. 4 ()
The success of marketing automation investments depends on information technology (IT) delivery possibilities being effectively linked to marketing business needs. Innovators, however, have run into problems with collaboration between marketing and IT, which has impacted the effectiveness of the delivery of these IT-enabled projects. Addressing these problems has provided the impetus for this study, which has made use of established frameworks. (23 pages)

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