Marketing & Information Technology
The Strategy, Application and Implementation of IT in Marketing

By John O'Connor & Eamonn Galvin
ISBN: 0-273-62644-2
289 p.
$68.50 Paper

Information technology has revolutionized marketing's capability to provide "the right product, at the right price, at the right place, and at the right time." This user-friendly book is written with a non-technical approach and provides a practical guide for marketing professionals and students on how to unleash the enormous potential of information technology. Customer databases, geographic information systems and other applications of information technology are driving the improvements in management efficiency and effectiveness. As the use of personal computers, the Internet and mobile phones increases, it is essential to keep one step ahead by anticipating the changing needs of the consumer.

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