Qualitative issues in IT and organizational processes in implementing marketing strategies

Qualitative issues in IT and organizational processes in implementing marketing strategies Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies. This paper attempts to show how technology is changing the nature of marketing and then shows its interaction with people and processes. It also offers organisations an opportunity to undertake a self‐evaluation exercise to determine how well integrated are their implementation policies. In general, the argument outlined indicates that for successful implementation of strategies an organisation has to integrate people, processes and IT. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Qualitative issues in IT and organizational processes in implementing marketing strategies

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750410557058
Publisher site
See Article on Publisher Site

Abstract

Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies. This paper attempts to show how technology is changing the nature of marketing and then shows its interaction with people and processes. It also offers organisations an opportunity to undertake a self‐evaluation exercise to determine how well integrated are their implementation policies. In general, the argument outlined indicates that for successful implementation of strategies an organisation has to integrate people, processes and IT.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Dec 1, 2004

Keywords: Marketing; Internet; Marketing strategy; Technology led strategy

References

  • The impact of IT on marketing: an evaluation
    Brady, M.; Saren, M.; Tzokas, N.
  • Integrating the content and process of strategic MIS planning with competitive strategy
    Das, S.R.; Warkentin, M.E.; Zahra, S.A.
  • Implementing global marketing strategy: an interview with Whirlpool Corporation
    Ronkainen, I.A.; Menezes, I.
  • An Evaluation of Styles of IT Support for Marketing Planning
    Wilson, N.W.; McDonald, M.H.B.

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