Relationship issues in creating the customer database

The growing interest in creating customer databases at many companies has led to increasing interactions between marketing and computer systems personnel. However, a review of literature on interdepartmental conflict suggests that in many cases the potential for conflict between these two areas is high. This article examines factors that may influence the formation of an effective relationship between the two departments, and compares the potential advantages and disadvantages of building a marketing database in-house versus at an outside company. Potential ways that conflict between marketing and systems departments can be managed is also discussed.