Information Technology in Marketing

By John O'Connor & Eamonn Galvin
ISBN: 0-273-62644-2
320 p.
$72.50 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 book is a practical guide for marketing students and professionals on how to unleash the enormous potential of IT. It provides a complete overview of the relationship between marketing and IT using practical examples and case studies. The final chapter on future developments covers expected future trends in the area of marketing information systems. Hot concepts such as relationship marketing, micro segmentation and the role of IT in customer services and sales are also covered in detail.

Return to the Businesss Titles Home Page