Information technologies in transformation of marketing activity
Information technologies in transformation of marketing activity
Author(s): Nina IlarionovaSubject(s): Transformation Period (1990 - 2010), Marketing / Advertising, ICT Information and Communications Technologies
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: information technologies; marketing philosophy; marketing research; segmentation; consumer behaviour; marketing mix;
Summary/Abstract: The goal of the paper is to provide a comprehensive review of marketing issues influenced by information technologies. The macro-environment of marketing activity, strategic issues like marketing philosophy, marketing research and segmentation as well as marketing mix were analyzed. The main findings are the following: IT advances do change every element of marketing activity of any company, offering both opportunities and threats.
Journal: Analele Ştiinţifice ale Universităţii »Alexandru Ioan Cuza« din Iaşi. Ştiinţe economice
- Issue Year: 58/2011
- Issue No: 1
- Page Range: 259-267
- Page Count: 9
- Language: English
