Marketing Management and Information Technology

 
9780135565070: Marketing Management and Information Technology

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.

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Fletcher, Keith
Published by Prentice-Hall (1990)
ISBN 10: 0135565073 ISBN 13: 9780135565070
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