ABSTRACT
The focus on IT must be on the human element of IT, how people use the outputs of IT and how they contribute to the inputs to IT (Bloomfield et al., 1994; Davenport, 1994, 1997). This is of particular importance in the marketing department, as this is a people-based department. People are different and it is people that will make the difference. They are adaptive and flexible, while IT is static.
