Marketing Technology in an Information Systems Environment
http://www.stc.org/confproceed/2002/PDFs/STC49-00047.pdf

Hines Kurfman, Cindy
STC Proceedings
2002

Abstract:

As an Information Systems/Marketing department liaison, you are a 'translator' for two foreign lands: Techcom and Marcom. A skilled translator must juggle the IS department’s concern that information is factual and the marketing department’s need for information that sells the product. When you take into account the concerns of both departments, you can simplify your writing task by producing component-oriented material that you can reuse for technical and marketing purposes.