The impact of IT on marketing: An evaluation

Mairead Brady; Michael Saren; Nikolaos Tzokas

doi:10.1108/00251749910302854

The impact of IT on marketing: An evaluation

Mairead Brady, Michael Saren, Nikolaos Tzokas

Marketing

Research output: Contribution to journal › Review article › peer-review

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.

Original language	English
Pages (from-to)	758-767
Number of pages	10
Journal	Management Decision
Volume	37
Issue number	10
DOIs	https://doi.org/10.1108/00251749910302854
Publication status	Published - 1 Dec 1999

Keywords

Automation
Evaluation
Information technology
Marketing

ASJC Scopus subject areas

General Business,Management and Accounting
Management Science and Operations Research

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10.1108/00251749910302854

Cite this

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KW - Evaluation

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The impact of IT on marketing: An evaluation

Abstract

Keywords

ASJC Scopus subject areas

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