The United Kingdom software and computing services industry places too much emphasis on immediate selling at the expense of crucial long-term marketing, a report from City University warns.
The study, by MBA student Aledoyin Olaitan and Anne Leeming, director of the MBA in information technology and management in the university's business school, has discovered serious weaknesses in organisation and culture.
It shows that the industry is at least a decade behind the Fast Moving Consumer Goods sector in its marketing strategies.
The authors say that there is an emphasis on short-termism, a neglect of academic marketing theory and inadequate training of managers.
The report, commissioned by the Worshipful Company of Information Technologists, offers IT firms a checklist to enable them to "embrace the driving philosophy of marketing".
The Strengths and Weaknesses of Marketing in the UK Software and Services Industry, Pounds 25 from City University Business School, 0171 477 8629.