Marketing and information technology : the strategy, application and implementation of IT in marketing

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Title:

Author:

O'Connor, John, 1960-

ISBN:

9780273626442

Personal Author:

O'Connor, John, 1960-

Publication Information:

London : Pitman, 1997.

Physical Description:

xii, 289 pages : illustrations ; 25 cm

Abstract:

Presents an overview of the relationship between marketing and information technology. Follows the typical marketing teaching models: from strategy to tactics to implemetation. Topics covered include the changing role of IT in customer service and sales. A wide variety of cases and vignettes are used throughout the text and each chapter contains learning objectives and assignement questions. References, a bibliography and glossary of terms are included.

Subject Term:

Marketing.

Information technology.

Information technology. (OCoLC)fst00973089

Marketing. (OCoLC)fst01010167

Informatietechnologie.

Informatiesystemen.

Entscheidungsunterstützungssystem.

Informationssystem.

Informationstechnik.

Internet.

Managementinformationssystem.

Multimedia.

Servicepolitik.

Added Author:

Galvin, Eamonn.

Electronic Access:

Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=015155465&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA

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Summary

This is a comprehensive overview of the relationship between marketing and information technology using practical examples and case studies. This guide shows for both marketing and IT professionals how to unleash the potential of IT. Each chapter includes learning objectives and assignment questions. Topics include: the changing role of IT in marketing and the potential of new technologies; hot concepts, such as relationship marketing and micro segmentation; customer databases and information warehouses; the role of IT in customer services and sales; and selecting and implementing marketing systems.