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The Influence of Information Technology on Direct Marketing
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This 32 page paper considers the impact that information technology has on direct marketing. This paper concentrates on the service industry, but the arguments may also be applied to other sectors. Aspects considered include the ability to create and analyse information, the way in which the information may be used, disintermediation, the internet, niche marketing and increased competition. Cases and examples are used to demonstrate points raised. The bibliography cites 13 sources.
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Pages:
32
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Filename:TS14_TEdirectm.wps |
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Paper Title:
The Influence of Information Technology on Direct Marketing
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