Marketing and information technology: the strategy, application and implementation of IT in marketing
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Pitman
1997
|
| Ausgabe: | 1. publ. in Great Britain |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben. - 2. Aufl. u.d.T.: O'Connor, John: Marketing in the digital age |
| Beschreibung: | XII, 289 S. graph. Darst. |
| ISBN: | 0273626442 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing and information technology |b the strategy, application and implementation of IT in marketing |
| 250 | |a 1. publ. in Great Britain | ||
| 264 | 1 | |a London [u.a.] |b Pitman |c 1997 | |
| 300 | |a XII, 289 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturangaben. - 2. Aufl. u.d.T.: O'Connor, John: Marketing in the digital age | ||
| 650 | 7 | |a Informatiesystemen |2 gtt | |
| 650 | 7 | |a Informatietechnologie |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Information technology | |
| 650 | 4 | |a Marketing | |
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| 650 | 0 | 7 | |a Informationssystem |0 (DE-588)4072806-7 |2 gnd |9 rswk-swf |
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| 700 | 1 | |a Galvin, Eamonn |e Verfasser |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-015155465 | ||
Datensatz im Suchindex
| _version_ | 1804135900677931008 |
|---|---|
| adam_text | CONTENTS
Preface xi
PART I ¦ INFORMATION FOR MARKETING
1 Recent trends in marketing 3
Objectives 3
What is marketing? 3
The changing role of marketing 4
Marketing at a crossroads 9
The new marketing organisation 15
The strategic role of information technology 16
Conclusion 17
Assignment questions 18
References 18
2 Management information and decision making 20
Objectives 20
Management information systems (MIS) 20
Decision support systems (DSS) 22
New developments in management information 23
Creating a knowledge organisation 31
Conclusion 35
Assignment questions 36
Case studies 36
References 38
3 Marketing information systems (MkIS) 40
Objectives 40
Overview of marketing information systems (MkIS) 40
Users of marketing information 42
The sources of marketing information 44
MkIS subsystems and processes 46
Marketing research 48
Conclusion 53
Assignment questions 53
References 54
4 Customer information and customer databases 55
Objectives 55
Customer segmentation 55
The role of geographic information systems (GIS) 61
The central role of the customer database 65
Developing the customer database 68
Data protection issues 73
Conclusion 75
Assignment questions 76
Case study 76
References 78
5 Database marketing 79
Objectives 79
The evolution of database marketing 79
The uses of databases in marketing 81
Direct marketing 85
Relationship marketing 87
Conclusion 90
Assignment questions 91
Case study 91
References 92
PART II ¦ THE INFORMATION REVOLUTION
6 The information revolution and its impact on marketing 95
Objectives 95
The information society and the information revolution 95
The impact on business 97
The growth of electronic commerce
The impact on marketing ^8
Conclusion ^9
Assignment questions 11 °
References ^™
7 The drivers of the information revolution 112
Objectives 112
What is information technology? 112
Hardware trends 113
Software trends 116
Telecommunications trends 119
The information superhighway 125
Conclusion 126
Assignment questions 126
Case study 127
References 128
8 The marketing potential of multimedia and the Internet 130
Objectives 130
Marketing in cyberspace 130
Multimedia 131
The Internet and the World Wide Web 134
Internet commerce 144
Interactive television 146
Animation and virtual reality 149
CD ROM 150
Conclusion 152
Assignment questions 152
Case study 153
References 154
PART III ¦ THE MARKETING MIX AND INFORMATION TECHNOLOGY
9 Product 159
Objectives 159
Technology driven products and services 159
New product design and development 161
The product development life cycle 165
The use of information technology in manufacturing 169
Conclusion 171
Assignment questions 172
Case study 172
References 174
10 Price 175
Objectives 175
Different approaches to pricing 175
The role of information technology in pricing 181
Using information technology to estimate demand 184
Using information technology to establish costs 186
Conclusion 189
Assignment questions 189
Case study 190
References 191
11 Place 192
Objectives 192
The role of distribution in the marketing mix 192
Managing multiple distribution channels 195
Direct sales channels 197
Indirect sales channels 199
Emerging distribution channels 202
Conclusion 204
Assignment questions 204
Case studies 204
References 208
12 Promotion 209
Objectives 209
The role of promotion in the marketing mix 209
Advertising media 210
The impact of information technology on advertising 212
Sales promotions 222
Conclusion 226
Assignment questions 226
Case studies 227
References 229
PART IV ¦ MARKETING OPERATIONS AND IMPLEMENTING
MARKETING SYSTEMS
13 Information technology in sales and service management 233
Objectives 233
Sales management 233
Salesforce automation (SFA) 236
Implementing SFA systems 237
Customer service management 242
Telephone call centres 244
Conclusion 248
Assignment questions 249
Case studies 249
References 252
14 Implementation of marketing and customer information systems 254
Objectives 254
The systems development life cycle 254
Feasibility study 257
Requirements analysis 258
Design 258
Implementation 260
Maintenance 262
Selecting packaged software 262
Key success factors 264
Conclusion 265
Assignment questions 266
Case studies 266
References 269
Glossary of terms 271
Index 281
|
| adam_txt |
CONTENTS
Preface xi
PART I ¦ INFORMATION FOR MARKETING
1 Recent trends in marketing 3
Objectives 3
What is marketing? 3
The changing role of marketing 4
Marketing at a crossroads 9
The new marketing organisation 15
The strategic role of information technology 16
Conclusion 17
Assignment questions 18
References 18
2 Management information and decision making 20
Objectives 20
Management information systems (MIS) 20
Decision support systems (DSS) 22
New developments in management information 23
Creating a 'knowledge organisation' 31
Conclusion 35
Assignment questions 36
Case studies 36
References 38
3 Marketing information systems (MkIS) 40
Objectives 40
Overview of marketing information systems (MkIS) 40
Users of marketing information 42
The sources of marketing information 44
MkIS subsystems and processes 46
Marketing research 48
Conclusion 53
Assignment questions 53
References 54
4 Customer information and customer databases 55
Objectives 55
Customer segmentation 55
The role of geographic information systems (GIS) 61
The central role of the customer database 65
Developing the customer database 68
Data protection issues 73
Conclusion 75
Assignment questions 76
Case study 76
References 78
5 Database marketing 79
Objectives 79
The evolution of database marketing 79
The uses of databases in marketing 81
Direct marketing 85
Relationship marketing 87
Conclusion 90
Assignment questions 91
Case study 91
References 92
PART II ¦ THE INFORMATION REVOLUTION
6 The information revolution and its impact on marketing 95
Objectives 95
The information society and the information revolution 95
The impact on business 97
The growth of electronic commerce
The impact on marketing "^8
Conclusion ^9
Assignment questions 11 °
References ^™
7 The drivers of the information revolution 112
Objectives 112
What is information technology? 112
Hardware trends 113
Software trends 116
Telecommunications trends 119
The information superhighway 125
Conclusion 126
Assignment questions 126
Case study 127
References 128
8 The marketing potential of multimedia and the Internet 130
Objectives 130
Marketing in cyberspace 130
Multimedia 131
The Internet and the World Wide Web 134
Internet commerce 144
Interactive television 146
Animation and virtual reality 149
CD ROM 150
Conclusion 152
Assignment questions 152
Case study 153
References 154
PART III ¦ THE MARKETING MIX AND INFORMATION TECHNOLOGY
9 Product 159
Objectives 159
Technology driven products and services 159
New product design and development 161
The product development life cycle 165
The use of information technology in manufacturing 169
Conclusion 171
Assignment questions 172
Case study 172
References 174
10 Price 175
Objectives 175
Different approaches to pricing 175
The role of information technology in pricing 181
Using information technology to estimate demand 184
Using information technology to establish costs 186
Conclusion 189
Assignment questions 189
Case study 190
References 191
11 Place 192
Objectives 192
The role of distribution in the marketing mix 192
Managing multiple distribution channels 195
Direct sales channels 197
Indirect sales channels 199
Emerging distribution channels 202
Conclusion 204
Assignment questions 204
Case studies 204
References 208
12 Promotion 209
Objectives 209
The role of promotion in the marketing mix 209
Advertising media 210
The impact of information technology on advertising 212
Sales promotions 222
Conclusion 226
Assignment questions 226
Case studies 227
References 229
PART IV ¦ MARKETING OPERATIONS AND IMPLEMENTING
MARKETING SYSTEMS
13 Information technology in sales and service management 233
Objectives 233
Sales management 233
Salesforce automation (SFA) 236
Implementing SFA systems 237
Customer service management 242
Telephone call centres 244
Conclusion 248
Assignment questions 249
Case studies 249
References 252
14 Implementation of marketing and customer information systems 254
Objectives 254
The systems development life cycle 254
Feasibility study 257
Requirements analysis 258
Design 258
Implementation 260
Maintenance 262
Selecting packaged software 262
Key success factors 264
Conclusion 265
Assignment questions 266
Case studies 266
References 269
Glossary of terms 271
Index 281 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T16:06:53Z |
| indexdate | 2024-07-09T20:47:51Z |
| institution | BVB |
| isbn | 0273626442 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015155465 |
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| physical | XII, 289 S. graph. Darst. |
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| spelling | O'Connor, John Verfasser aut Marketing and information technology the strategy, application and implementation of IT in marketing 1. publ. in Great Britain London [u.a.] Pitman 1997 XII, 289 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben. - 2. Aufl. u.d.T.: O'Connor, John: Marketing in the digital age Informatiesystemen gtt Informatietechnologie gtt Marketing gtt Information technology Marketing Entscheidungsunterstützungssystem (DE-588)4191815-0 gnd rswk-swf Informationssystem (DE-588)4072806-7 gnd rswk-swf Managementinformationssystem (DE-588)4074518-1 gnd rswk-swf Internet (DE-588)4308416-3 gnd rswk-swf Servicepolitik (DE-588)4234502-9 gnd rswk-swf Multimedia (DE-588)4192358-3 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Informationstechnik (DE-588)4026926-7 gnd rswk-swf Informationstechnik (DE-588)4026926-7 s DE-604 Marketing (DE-588)4037589-4 s Informationssystem (DE-588)4072806-7 s Managementinformationssystem (DE-588)4074518-1 s Entscheidungsunterstützungssystem (DE-588)4191815-0 s Multimedia (DE-588)4192358-3 s Servicepolitik (DE-588)4234502-9 s Internet (DE-588)4308416-3 s Galvin, Eamonn Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015155465&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | O'Connor, John Galvin, Eamonn Marketing and information technology the strategy, application and implementation of IT in marketing Informatiesystemen gtt Informatietechnologie gtt Marketing gtt Information technology Marketing Entscheidungsunterstützungssystem (DE-588)4191815-0 gnd Informationssystem (DE-588)4072806-7 gnd Managementinformationssystem (DE-588)4074518-1 gnd Internet (DE-588)4308416-3 gnd Servicepolitik (DE-588)4234502-9 gnd Multimedia (DE-588)4192358-3 gnd Marketing (DE-588)4037589-4 gnd Informationstechnik (DE-588)4026926-7 gnd |
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| title | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_auth | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_exact_search | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_exact_search_txtP | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_full | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_fullStr | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_full_unstemmed | Marketing and information technology the strategy, application and implementation of IT in marketing |
| title_short | Marketing and information technology |
| title_sort | marketing and information technology the strategy application and implementation of it in marketing |
| title_sub | the strategy, application and implementation of IT in marketing |
| topic | Informatiesystemen gtt Informatietechnologie gtt Marketing gtt Information technology Marketing Entscheidungsunterstützungssystem (DE-588)4191815-0 gnd Informationssystem (DE-588)4072806-7 gnd Managementinformationssystem (DE-588)4074518-1 gnd Internet (DE-588)4308416-3 gnd Servicepolitik (DE-588)4234502-9 gnd Multimedia (DE-588)4192358-3 gnd Marketing (DE-588)4037589-4 gnd Informationstechnik (DE-588)4026926-7 gnd |
| topic_facet | Informatiesystemen Informatietechnologie Marketing Information technology Entscheidungsunterstützungssystem Informationssystem Managementinformationssystem Internet Servicepolitik Multimedia Informationstechnik |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015155465&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT oconnorjohn marketingandinformationtechnologythestrategyapplicationandimplementationofitinmarketing AT galvineamonn marketingandinformationtechnologythestrategyapplicationandimplementationofitinmarketing |