TY  - JOUR
AB  - 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.
VL  - 37
IS  - 10
SN  - 0025-1747
DO  - 10.1108/00251749910302854
UR  - https://doi.org/10.1108/00251749910302854
AU  - Brady Mairead
AU  - Saren Michael
AU  - Tzokas Nikolaos
PY  - 1999
Y1  - 1999/01/01
TI  - The impact of IT on marketing: an evaluation
T2  - Management Decision
PB  - MCB UP Ltd
SP  - 758
EP  - 767
Y2  - 2024/09/25
ER  -