Marketing and Information Technology
Summary
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Marketing and Information Technology by John O'connor
This is a comprehensive overview of the relationship between marketing and information technology using practical examples and case studies. This guide shows for both marketing and IT professionals how to unleash the potential of IT. Each chapter includes learning objectives and assignment questions. Topics include: the changing role of IT in marketing and the potential of new technologies; hot concepts, such as relationship marketing and micro segmentation; customer databases and information warehouses; the role of IT in customer services and sales; and selecting and implementing marketing systems. The final chapter on future developments covers expected future trends in the area of marketing information systems.| SKU | Unavailable |
| ISBN 13 | 9780273626442 |
| ISBN 10 | 0273626442 |
| Title | Marketing and Information Technology |
| Author | John O'connor |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Pearson Education Limited |
| Year published | 1997-06-05 |
| Number of pages | 304 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |