oa Interim : Interdisciplinary Journal - Combination training for marketing and information technology practitioners

Volume 4 Number 2
  • ISSN : 1684-498X



During an investigation into the application of Database marketing in the financial services sector of South Africa it is found that institutions put either Information technology experts or Marketing experts in control of database marketing. Experts from one area seldom express insight into the needs and specific requirements of the other. To employ an expert from both areas leads to rivalry between them about their different views of database marketing. It is also an expensive option. Training of a single person in both areas is a more acceptable option.

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