Image from Syndetics
Marketing management and information technology / Keith Fletcher.
Material type:
TextPublication details: New York : Prentice-Hall, 1995.Edition: 2nd edDescription: xviii, 404 p. : ill. ; 24 cmISBN: - 0131844822
- 9780131844827
- 658.802 FLE
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Standard Loan | Moylish Library Main Collection | 658.802 FLE (Browse shelf(Opens below)) | 1 | Available | 39002100450445 |
Enhanced descriptions from Syndetics:
This work gives an overview of marketing concepts and techniques and shows how a marketing manager's job is being, or may be, changed by information technology. Each chapter begins with aims and learning objectives and ends with self-assessment questions. This second edition reflects technological changes and includes chapters on positioning and targeting, and database marketing. Case histories and examples highlight the benefits and pitfalls of the use of IT in marketing.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Overview of Marketing and The Impact of It
- 1 IT and Marketing
- 2 What is Marketing?
- 3 The Changing Marketing Systems and Environment
- 4 Marketing Information for Decisions
- 5 IT and Marketing Strategy
- IT and Marketing Management
- 6 Planning for Innovation
- 7 New Product Decisions
- 8 Product Policy Decisions
- 9 Communication Decisions
- 10 Sales Decisions
- 11 Place Decisions
- 12 Epilogue: IT and the Future