The impact of IT on marketing: An evaluation

Mairead Brady, Michael Saren, Nikolaos Tzokas

Research output: Contribution to journalReview articlepeer-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 languageEnglish
Pages (from-to)758-767
Number of pages10
JournalManagement Decision
Volume37
Issue number10
DOIs
Publication statusPublished - 1 Dec 1999

Keywords

  • Automation
  • Evaluation
  • Information technology
  • Marketing

ASJC Scopus subject areas

  • General Business,Management and Accounting
  • Management Science and Operations Research

Fingerprint

Dive into the research topics of 'The impact of IT on marketing: An evaluation'. Together they form a unique fingerprint.

Cite this