Qualitative issues in IT and organizational processes in implementing marketing strategies

Ashok Ranchhod (Faculty Professor in Marketing at Southampton Business School. He has worked in business and academia., having founded and run a biotechnology company in the eighties. He has published extensively on e‐marketing, biotechnology marketing and advertisingAshok.Ranchhod@solent.ac.uk)
Cãlin Gurãu (Lecturer in Marketing in the School of Management, Heriot‐Watt University, Edinburgh. He is a Junior Fellow of the World Academy of Art and Science, Minneapolis, USA)

Qualitative Market Research

ISSN: 1352-2752

Publication date: 1 December 2004


Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies. This paper attempts to show how technology is changing the nature of marketing and then shows its interaction with people and processes. It also offers organisations an opportunity to undertake a self‐evaluation exercise to determine how well integrated are their implementation policies. In general, the argument outlined indicates that for successful implementation of strategies an organisation has to integrate people, processes and IT.



Ranchhod, A. and Gurãu, C. (2004), "Qualitative issues in IT and organizational processes in implementing marketing strategies", Qualitative Market Research, Vol. 7 No. 4, pp. 250-256. https://doi.org/10.1108/13522750410557058

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