search query: @author Stone, R. / total: 9
reference: 4 / 9
| Author: | Good, D. Stone, R. |
| Title: | Computer technology and the marketing organization: an empirical investigation |
| Journal: | Journal of Business Research
1995 : NOV, VOL. 34:3, p. 197-209 |
| Index terms: | COMPUTER TECHNOLOGY MARKETING ORGANIZATION |
| Language: | eng |
| Abstract: | The utilization of computers in competitive organizations has long been believed to provide significant benefits. However, the sources and impacts of these advantages remain generally unsubstantiated. In order to examine these sources and impacts, this study investigates the utilization of computers by managers in marketing. The study's specific focus is how computer systems improve and integrate marketing operations, effective decisions, and marketing strategies through improving organization communications and the productivity of work. |
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