Question

The impact of technology on marketing strategy

Answer 1

New in formation processing technology has already had a clear impact on the operational aspects of service organisations of all kinds, but what is only now becoming apparent is its fundamental impact on marketing systems. This last impact is of particular note in the service sector. Discussed in this paper are: the nature of new technology in marketing, the significance to information-communication systems, and the power created by the control of informational resources. This analysis is illustrated from the retailing sector and extended to other service organisations. The conclusion advanced is that the informational change currently faced is of a strategic nature and that organisations face an urgent need to formulate marketing information technology strategies.