Information Technology in Marketing
By John O'Connor & Eamonn Galvin
1997
ISBN: 0-273-62644-2
320 p.
$72.50 Paper
Information technology has revolutionized marketing's capability to provide
the 'right product, at the right price, at the right place, and at the right
time.' This book is a practical guide for marketing students and professionals
on how to unleash the enormous potential of IT. It provides a complete overview
of the relationship between marketing and IT using practical examples and case
studies. The final chapter on future developments covers expected future trends
in the area of marketing information systems. Hot concepts such as relationship
marketing, micro segmentation and the role of IT in customer services and sales
are also covered in detail.
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