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The impact of IT on marketing: an evaluation

The impact of IT on marketing: an evaluation 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

The impact of IT on marketing: an evaluation

Management Decision , Volume 37 (10): 10 – Dec 1, 1999

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0025-1747
DOI
10.1108/00251749910302854
Publisher site
See Article on Publisher Site

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.

Journal

Management DecisionEmerald Publishing

Published: Dec 1, 1999

Keywords: Marketing; Evaluation; Automation

References

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