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| Author: | Courtney, J. A. Doren, D. C. van |
| Title: | Succeeding in the computer age: technology and the marketing-mix |
| Journal: | Industrial Marketing Management
1996 : JAN, VOL. 25:1, p. 1-10 |
| Index terms: | |
| Freeterms: | INFORMATIK, TECHNISCHER FORTSCHRITT, MARKETING |
| Language: | eng |
| Abstract: | In the past, big companies created wealth through their ability to marshall resources for their advantage. Today, smaller, swifter companies gain market share through responsiveness to their customers. The purpose of this article is to identify those areas where readers can pioneer the use of technology to gain strategic advantage. The relatively low price of high-tech gadgets allows millions more to participate. Inexpensive data will allow those who master technology the ability to act big while being agile, thus improving their marketing efforts. |
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