haku: @indexterm IMPLEMENTATION / yhteensä: 412
viite: 135 / 412
| Tekijä: | Leverick, F. |
| Otsikko: | Using information technology effectivity: a study of marketing installations |
| Lehti: | Journal of Marketing Management
1998 : NOV, VOL. 14:8, p. 927-962 |
| Asiasana: | MARKETING MANAGEMENT INFORMATION TECHNOLOGY IMPLEMENTATION |
| Kieli: | eng |
| Tiivistelmä: | the use of information technology (IT) in marketing is clearly on the increase, with numerous studies proclaiming its benefits. Yet as usage increases, reports of the potential difficulties and barriers to using IT effectively and productively for marketing have also emerged. Against its background, the authors report one aspect of a major research programme examining the impact of IT on the marketing function: the factors associated with the effective implementation of IT. |
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