Using IT in Marketing: Some Evidence from the Insurance Industry

Abstract

Some evidence on the use made by UK insurance companies of various forms of information technology (IT) in their sales and marketing activities is presented. Some views on the trends in this developing use of IT in the next two years are presented – a period when the full implications of the Financial Services Act will be seen. The results of recent research are analysed and some conclusions are drawn.

Citation

Watkins, T. (1990), "Using IT in Marketing: Some Evidence from the Insurance Industry", Marketing Intelligence & Planning, Vol. 8 No. 2, pp. 11-19. https://doi.org/10.1108/02634509010002035