Advanced search

The impact of IT on marketing: an evaluation

Mairead Brady (Dublin Institute of Technology, Ireland)
Michael Saren (University of Strathclyde, Glasgow, Scotland, UK)
Nikolaos Tzokas (University of Strathclyde, Glasgow, Scotland, UK)

Management Decision

ISSN: 0025-1747

Publication date: 1 December 1999

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.

Keywords

Citation

Brady, M., Saren, M. and Tzokas, N. (1999), "The impact of IT on marketing: an evaluation", Management Decision, Vol. 37 No. 10, pp. 758-767. https://doi.org/10.1108/00251749910302854

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 1999, MCB UP Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Manage cookies

We’re listening — tell us what you think

Join us on our journey