Impact of developments in Information Technology on International Marketing
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Information technology affects marketing in many ways. Some of
these save labor and provide service. Others create entirely new
products and new organizational forms. Still others enhance marketing
operations in ways that can change their character. An example of the
latter is now taking place behind the scenes in the consumer packaged
goods industry, where a new generation of data is producing a
discontinuity in the information available to marketers. In this case the
combination of data and technology is brining increased marketing
effectiveness, organization change, and shifts in power within channels
of distribution.
More general, information technology blurs traditional strategic
and functional boundaries by enabling an organization to deliver a large
number of differentiated products to a large number of differentiated
markets. For this to be successful, marketing must be closely interwoven
with operations, R&D, and sales.
Researchers on information technology have not provided a clear
definition of the term Information Technology (IT), many papers on IT
either assumed that there is a common understanding of the concept,
that the meaning of the term is implicitly understood, or define it in
such a way as to serve a specific purpose.
these save labor and provide service. Others create entirely new
products and new organizational forms. Still others enhance marketing
operations in ways that can change their character. An example of the
latter is now taking place behind the scenes in the consumer packaged
goods industry, where a new generation of data is producing a
discontinuity in the information available to marketers. In this case the
combination of data and technology is brining increased marketing
effectiveness, organization change, and shifts in power within channels
of distribution.
More general, information technology blurs traditional strategic
and functional boundaries by enabling an organization to deliver a large
number of differentiated products to a large number of differentiated
markets. For this to be successful, marketing must be closely interwoven
with operations, R&D, and sales.
Researchers on information technology have not provided a clear
definition of the term Information Technology (IT), many papers on IT
either assumed that there is a common understanding of the concept,
that the meaning of the term is implicitly understood, or define it in
such a way as to serve a specific purpose.
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