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.

[1]  Martin Sorrell,et al.  Riding the Rapids , 1997 .

[2]  N. Capon,et al.  Marketing and Technology: A Strategic Coalignment , 1987 .

[3]  F. Webster.  The Changing Role of Marketing in the Corporation , 1992 .

[4]  The Strategic Imagination , 1994 .

[5]  M. Saren,et al.  On the commodification of marketing knowledge: Opening themes , 1995 .

[6]  J. Sheth,et al.  The evolution of relationship marketing , 1995 .

[7]  Lorin M. Hitt,et al.  Productivity, Business Profitability, and Consumer Surplus: Three Different Measures of Information Technology Value , 1996, MIS Q..

[8]  Vijay Gurbaxani,et al.  A process oriented framework for assessing the business value of information technology , 1995, DATB.

[9]  W. Melody.  Identifying priorities for building distinct information societies , 1997 .

[10]  Margo Komenar.  Electronic Marketing , 1996 .

[11]  Linda D. Peters,et al.  The marketing mix in the third age of computing , 1997 .

[12]  R. Sanchez.  Strategic management at the point of inflection: Systems, complexity and competence theory , 1997 .

[13]  H. Drummond.  Riding a tiger: some lessons of Taurus , 1998 .

[14]  P. Drucker.  Managing in a Time of Great Change , 1995 .

[15]  Frank F. Land,et al.  Evaluating investments in IT , 1992, J. Inf. Technol..

[16]  Stan Glaser.  The real world and virtual worlds , 1997, Internet Res..

[17]  Glenn E. Mangurian,et al.  The changing value of communications technology , 1990 .

[18]  Dale Littler,et al.  Using Information Technology Effectively:: a study of marketing installations , 1998 .

[19]  D. Kline,et al.  Road Warriors: Dreams and Nightmares Along the Information Highway , 1995 .

[20]  Varun Grover,et al.  Re-designing business processes using information technology , 1994 .

[21]  M. Saren,et al.  Building relationship platforms in consumer markets: a value chain approach , 1997 .

[22]  A learning organization’s syllabus , 1996 .

[23]  Michael Sherwood-Smith,et al.  Information systems management: The need for a post-modern approach , 1997 .

[24]  William L. Fuerst,et al.  Information technology and sustained competitive advantage: a resource-based analysis , 1995 .

[25]  Bodo B. Schlegelmilch,et al.  Viewpoint: marketing in the information age ‐ can we plan for an unpredictable future? , 1998 .

[26]  J. Ward,et al.  Evaluation and realisation of IS/IT benefits: an empirical study of current practice , 1996 .

[27]  Nigel F. Piercy,et al.  Marketing implementation: The implications of marketing paradigm weakness for the strategy execution process , 1998 .

[28]  L. O’Malley,et al.  Vanishing Point: The Mix Management Paradigm Re-Viewed , 1998 .

[29]  Richard Whittington,et al.  The New Marketing Myopia: Critical Perspectives on Theory and Research in Marketing , 1994 .

[30]  C. Handy.  The age of unreason , 1989 .

[31]  R. D. Buzzell,et al.  Marketing in an electronic age , 1985 .