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The impact of computerization on marketing performance

David J. Good (Associate Professor of Marketing, Grand Valley State University, Allendale, Michigan, USA)
Robert W. Stone (Associate Professor of Information Systems, College of Business and Economics, University of Idaho, Moscow, Idaho, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 2000

Abstract

Although chiefly anecdotal, reports that performance is enhanced through technology has encouraged many marketers to adopt computer systems. To examine this issue, 183 industrial marketing executives familiar with computers were surveyed. The results suggest that, properly managed, computer usage enriches individual marketer productivity and, in turn, organizational performance. Because managers can direct this productivity through organizational activities and investments, these findings suggest a number of key implications for marketers and researchers interested in utilizing and/or expanding applications of computer technology.

Keywords

Citation

Good, D.J. and Stone, R.W. (2000), "The impact of computerization on marketing performance ", Journal of Business & Industrial Marketing, Vol. 15 No. 1, pp. 34-56. https://doi.org/10.1108/08858620010311548

Publisher

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MCB UP Ltd

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