The Impact of Industrial Funding on NARDAC (Naval Regional Data Automation Center) Operations: A Marketing Perspective.
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.
Document Details
- Document Type
- Technical Report
- Publication Date
- Mar 01, 1987
- Accession Number
- ADA181800
Entities
People
- Duane H. Douglas
- Kenneth T. Marion
Organizations
- Naval Postgraduate School