Accession Number : ADA181800

Title :   The Impact of Industrial Funding on NARDAC (Naval Regional Data Automation Center) Operations: A Marketing Perspective.

Descriptive Note : Master's thesis,

Corporate Author : NAVAL POSTGRADUATE SCHOOL MONTEREY CA

Personal Author(s) : Marion,Kenneth T. ; Douglas,Duane H.

Report Date : MAR 1987

Pagination or Media Count : 144

Abstract : This thesis examines in detail the management strategies employed at three different NARDACs--San Diego, San Francisco, and Washington D.C. Specific emphasis is given to the marketing of ADP services since October 1983, when NARDACs became Navy Industrial Fund activities. A detailed marketing audit of each organization is presented, and the strengths and weaknesses of marketing strategies employed at each NARDAC are assessed. The pros and cons of the different approaches are examined, recommendations are made, and a baseline for the development of a effective approach to marketing ADP services in the Navy is established. Central to the entire analysis is the understanding that NIF demands that NARDACs be operated as businesses. The authors conclude that managers at every echelon must fully come to grips with what operating as a business implies if NARDAC operations in the NIF environment are to reach their full potential.

Descriptors :   *MARKETING, *INFORMATION CENTERS, *NAVAL PLANNING, MANAGEMENT, STRATEGY, AUDITING, AUTOMATION, DATA PROCESSING, THESES, INDUSTRIAL RELATIONS, PILOT STUDIES

Subject Categories : Information Science
      Economics and Cost Analysis

Distribution Statement : APPROVED FOR PUBLIC RELEASE