haku: @author Tzokas, N. / yhteensä: 11
viite: 4 / 11
| Tekijä: | Brady, M. Saren, M. Tzokas, N. |
| Otsikko: | Integrating information technology into marketing practice - the IT reality of contemporary marketing practice |
| Lehti: | Journal of Marketing Management
2002 : JUL, VOL. 18:5-6, p. 555-577 |
| Asiasana: | INFORMATION TECHNOLOGY INTEGRATION MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The continuing assimilation of Information Technology (IT) into marketing practice is an issue of our time. The aim of this paper is to highlight that, despite the current negativity in the market, it is crucial that marketing's continuing assimilation of IT, for a variety of purposes, is not impacted. It also suggests a holistic rather than individualist view of IT in marketing in order to capitalise on its benefits and to cope with the reality of IT assimilation. |
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