01387nam a2200217Ia 4500 CTU_69319 210402s9999 xx 000 0 und d 600000 380.10285 O.18 O'Connor, John Marketing and information technology : the strategy, application and implementation of IT in marketing John O'Connor, Eamonn Galvin London : Pitman 1997 This is a comprehensive overview of the relationship between marketing and information technology using practical examples and case studies. This guide shows for both marketing and IT professionals how to unleash the potential of IT. Each chapter includes learning objectives and assignment questions. Topics include: the changing role of IT in marketing and the potential of new technologies; hot concepts, such as relationship marketing and micro segmentation; customer databases and information warehouses; the role of IT in customer services and sales; and selecting and implementing marketing systems. The final chapter on future developments covers expected future trends in the area of marketing information systems Marketing,Information technology,Tiếp thị,Công nghệ thông tin H.Mai Trung tâm Học liệu Trường Đại học Cần Thơ