Abstract:
Customer knowledge plays a vital part in organisations today, particularly in sales and marketing processes, where customers can either be channel partners or final consumers. Managing customer data and/or information across business units, departments, and functions is vital. Frequently, channel partners gather and capture data about downstream customers and consumers that organisations further upstream in the channel require to be incorporated into their information systems in order to allow for management information delivery to their users. In this study, the focus is placed on manufacturing organisations using third party distribution since the flow of information between channel partner organisations in a supply chain (in contrast to the flow of products) provides an important link between organisations and increasingly represents a source of competitive advantage in the marketplace. The purpose of this study is to determine whether there is a significant difference in the use of sales and marketing data marts as management information delivery mechanisms in manufacturing organisations in different industries, particularly the pharmaceuticals and branded consumer products. The case studies presented in this dissertation indicates that there are significant differences between the use of sales and marketing data marts in different manufacturing industries, which can be ascribed to the industry, both directly and indirectly.
