The role of information and communications technology in transforming marketing theory and practice [[electronic resource] /] / guest editors, Peter Naude and Christopher P. Holland

• Pubblicazione: [Bradford, England], : Emerald Group Pub., 2004
• Descrizione fisica: 1 online resource (71 p.)
• Disciplina: 658.4038
• Soggetto topico: Information technology; Marketing
• Soggetto genere / forma: Electronic books.
• Altri autori: NaudéPeter HollandChristopher P
• Note generali: Description based upon print version of record.
• Nota di contenuto: Contents; Abstracts & keywords; Guest editorial The role of information and communications technology in transforming marketing theory and practice; The metamorphosis of marketing into an information-handling problem; Conducting market research using the Internet: the case of Xenon Laboratories; Buyer-seller relationships and information sources in an e-commerce world; The impact of information technology deployment on trust, commitment and value creation in business relationships; Strategic alliances: incorporating the impact of e-business technological innovations ; Executive summary and implications for managers and executivesInternet currency; Call for papers
• Sommario/riassunto: There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business-toconsumer (B2C) and business-to-business (B2B) marketing. More recently, much has been written on whether the appropriate perspective of marketing should be transaction-based or relationship-driven. This paper argues that a different view is more useful: that the marketing task has moved beyond being transaction- or relationship-dri
• Titolo autorizzato: The role of information and communications technology in transforming marketing theory and practice
• ISBN: 1-280-51513-9; 9786610515134; 1-84544-370-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910449857503321
• Lo trovi qui: Univ. Federico II
• Serie: Journal of business & industrial marketing ; ; v. 19, no. 3.