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 Metonymy and telic verbs by Volker Schmid
Cover of the book Assessing the Value of Self Development from the Viewpoint of the Manager and the Organisation by Volker Schmid
Cover of the book Business Plan for an Art and Souvenir Shop by Volker Schmid
Cover of the book Grundlagen jüdisch-feministischer Sozialethik im Deutschen Kaiserreich am Beispiel von Bertha Pappenheim by Volker Schmid
Cover of the book Die doppelte Benachteiligung von Migrantenkindern by Volker Schmid
Cover of the book Jespersen's and the CGEL's accounts of the Past Tense, the Present Perfect and the Past Perfect - a comparison by Volker Schmid
Cover of the book Will Fish Ever Fly? A Paper Discussing Racial Issues in Richard Powers' The Time of Our Singing by Volker Schmid
Cover of the book Wilde and Petronius: The 'Satyricon' as a Template for 'The Picture of Dorian Gray' by Volker Schmid
Cover of the book The Dragon and the Flying Geese: The Effects of the Emergence of China on Patterns of Growth and Development in Asia by Volker Schmid
Cover of the book The role of viral advertising in brand equity building by Volker Schmid
Cover of the book Adventures in Classical Children's Literature by Volker Schmid
Cover of the book Against Raz' Notion of Second Order Reasons by Volker Schmid
Cover of the book Gender Roles in the Eighteenth Century Represented in the Story of Mary Blandy by Volker Schmid
Cover of the book Board strategy and performance management at Swiss medium sized companies. A proposal for a stakeholder driven approach by Volker Schmid
Cover of the book Metaphors and implicatures in Shakespeare's 'Much Ado about Nothing' 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