The impact of IT on marketing: an evaluation-Reference-Cited by-同舟云学术

The impact of IT on marketing: an evaluation

Published:1999-12-01 Issue:10 Volume:37 Page:758-767
ISSN:0025-1747
Container-title:Management Decision
language:en
Short-container-title:

Author:

Brady Mairead,Saren Michael,Tzokas Nikolaos

Abstract

There is widespread acceptance that information technology (IT) is a central component of business operations and extensively used in marketing. Aligned to this is the belief that marketing is experiencing radical and dynamic changes, many of which are IT driven. Reports a study of 204 Irish firms, which seeks to discover the level of transformation in the marketing function as a result of IT. Reviews whether marketers’ use of IT has progressed from simply automating existing marketing systems to actually using IT to transform their marketing capabilities. Aims to ascertain if marketing is achieving significant benefits from IT.

Publisher

Emerald

Subject

Management Science and Operations Research,General Business, Management and Accounting

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