IT and Marketing: Working Together for Business Success and Sustainability

In this hi-tech world, Information technology (IT) is the greatest innovation of this era. It has a lot of beneficial impacts in social and financial economic sectors. In the field of economic sector, information technology has been in the process of bringing lots of helpful activities in the field of marketing management. The main purpose of this paper is to study the concept, pplications and effect of information technology (IT) in marketing. The data has been collected in different ways to make the paper knowledgeable and empirical in nature. Secondary data has been collected using various sources like websites; journals; magazines; newspapers; research papers; and even books. Some primary data has also been discussed in this paper to give it a real look and make the paper more authentic. Primary data has been collected by the help of telephonic interactions and personal interactions held with some professionals and the learned people.