The Impact of Technology on Marketing Strategy

Business & Finance, Marketing & Sales
Cover of the book The Impact of Technology on Marketing Strategy by Volker Schmid, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Volker Schmid ISBN: 9783638372916
Publisher: GRIN Publishing Publication: May 1, 2005
Imprint: GRIN Publishing Language: English
Author: Volker Schmid
ISBN: 9783638372916
Publisher: GRIN Publishing
Publication: May 1, 2005
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (80 percent), University of Teesside (Teesside Business School), 52 entries in the bibliography, language: English, abstract: According to O'Conner (1998), the impact of technology on marketing is dramatic. The industrial countries of today represent a growing information society which is based on technology. For an organisation 'information is the most precious of modern corporate resources and its exploitation the key to competitive survival, the spotlight falls on marketing' (Mazur, 1994). To gather, handle and analyse the high amount of information, companies rely on technology. 1.5 billion pounds are invested on marketing related IT applications just in the UK (Leverick, 1998), which makes 15 percent of the total amount spent on IT, and this percentage is still increasing. The aim of this paper is to evaluate the impact of all potential technologies on the marketing strategy, using a variety of industry and organisational examples, and addressing the implications and potentials for the future. Therefore, it is necessary to firstly consider the range of current and potential future technologies that may or can be utilised in the company's marketing function. Examples of how 'real' companies use this technology need to be provided and appropriate legal issues have to be discussed. Finally, possible technologies for the fictitious Business Technology PLC's marketing function are suggested including a financial plan. A wide range of technologies could be identified including hardware, software and communication technology. It could be shown that technology has a strong impact on the marketing strategy in terms of collect, handle, interchange, communicate, analyse, personalise and customise information, leading to cost reductions, more effective marketing procedures and improved customer satisfaction. The paper shows the technology-driven changes regarding the marketing mix. The use of technology by marketers is regulated by the national Data Protection Act and European laws. Finally, it is suggested that Business Technology PLC requires an internet presence, a database and a multimedia presentation of its products as a first step to increase sales, estimated set-up cost are approximately 5,500 pounds.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (80 percent), University of Teesside (Teesside Business School), 52 entries in the bibliography, language: English, abstract: According to O'Conner (1998), the impact of technology on marketing is dramatic. The industrial countries of today represent a growing information society which is based on technology. For an organisation 'information is the most precious of modern corporate resources and its exploitation the key to competitive survival, the spotlight falls on marketing' (Mazur, 1994). To gather, handle and analyse the high amount of information, companies rely on technology. 1.5 billion pounds are invested on marketing related IT applications just in the UK (Leverick, 1998), which makes 15 percent of the total amount spent on IT, and this percentage is still increasing. The aim of this paper is to evaluate the impact of all potential technologies on the marketing strategy, using a variety of industry and organisational examples, and addressing the implications and potentials for the future. Therefore, it is necessary to firstly consider the range of current and potential future technologies that may or can be utilised in the company's marketing function. Examples of how 'real' companies use this technology need to be provided and appropriate legal issues have to be discussed. Finally, possible technologies for the fictitious Business Technology PLC's marketing function are suggested including a financial plan. A wide range of technologies could be identified including hardware, software and communication technology. It could be shown that technology has a strong impact on the marketing strategy in terms of collect, handle, interchange, communicate, analyse, personalise and customise information, leading to cost reductions, more effective marketing procedures and improved customer satisfaction. The paper shows the technology-driven changes regarding the marketing mix. The use of technology by marketers is regulated by the national Data Protection Act and European laws. Finally, it is suggested that Business Technology PLC requires an internet presence, a database and a multimedia presentation of its products as a first step to increase sales, estimated set-up cost are approximately 5,500 pounds.

More books from GRIN Publishing

Cover of the book Japanese Management Techniques by Volker Schmid
Cover of the book How compatible are the normative commitments of Islam with the Universal Declaration of Human Rights? by Volker Schmid
Cover of the book Obstacles to Fulfilling the Parental Canonical Duties in the Field of Catholic Education by Volker Schmid
Cover of the book Discussion and evaluation of the relationship between poverty and terrorism by Volker Schmid
Cover of the book Organizational behaviour. Google corporate culture in perspective by Volker Schmid
Cover of the book Teaching English in Switzerland - Commitment to Common Standards or Movement towards 'Globish'? by Volker Schmid
Cover of the book Unterrichtsstunde: Die Marktform des Oligopols by Volker Schmid
Cover of the book Migration in Germany - Violent crimes committed by young men of foreign orignis by Volker Schmid
Cover of the book Phonetics Constrains in the English language by Volker Schmid
Cover of the book Successful Branding - A critical examination of Customer Experience Management for Persona International by Volker Schmid
Cover of the book Drivers and Inhibitors for Diffusion of Electronic Commerce with Reference to Germany by Volker Schmid
Cover of the book 650 Jahre Goldene Bulle Karls IV. von 1356 by Volker Schmid
Cover of the book Foreign market entry and culture by Volker Schmid
Cover of the book Case study: Deutsche Bank AG Group by Volker Schmid
Cover of the book William Blake - a literary figure to approach religion by Volker Schmid
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy