How technology advances influence business research and marketing strategy

Details

Ressource 1Request a copy Sous embargo indéterminé.
State: Public
Version: Final published version
License: Not specified
Serval ID
serval:BIB_7FC91055DC9D
Type
Article: article from journal or magazin.
Collection
Publications
Title
How technology advances influence business research and marketing strategy
Journal
Journal of Business Research
Author(s)
Rust R.T., Petersen F.E.
ISSN
0148-2963
Publication state
Published
Issued date
10/2006
Peer-reviewed
Oui
Volume
59
Number
10-11
Pages
1072-1078
Language
english
Abstract
Technology has a profound impact on business research, and especially on marketing, because (1) technology changes the way marketing managers do their job, (2) these changes lead to major changes in the topics that are important to study, and (3) technology provides new ways of doing research. The most important result of technological advance is the increasing impact of information technology, resulting in the growing importance of service and relationships in the economy. Future advances in marketing are likely to build from advances in technology and relating improvements in communicating, storing, and processing information about customers.
Keywords
Technology, Information, Service marketing, Customization, Communication, CRM, Relationship marketing
Web of science
Create date
26/07/2019 13:23
Last modification date
12/02/2021 12:23
Usage data