Understanding marketing management-changes
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Transcript of Understanding marketing management-changes
Network
Information Technology
Major Societal Forces
The digital revolution has created an Information Age
which lead to more accurate levels of production, more
targeted communications, and more relevant pricing
New company capabilities
Use of internet as a powerful
information and sales tool
to promote their business
and products worldwide
Information
Management
New company capabilities
Researchers can collect fuller and richer information about
markets, customers, prospects, and competitors. They can also
conduct fresh marketing research using the Internet to arrange
for focus groups, send out questionnaires
New company capabilities
Managers can facilitate and speed
internal communication among
their employees by using the Internet as
a private intranet. Employees can query one
another, seek advice, and download or upload needed
information from and to the company's main computer.
Internal communication
Changes in Marketing
Management
1. Network Information Technology
2. Globalisation
3. Increase in Buying Powers
4. Variety of Goods & Services
5. Powerful Information & Sales Channel
6. Internal Communication-Intranet