Marketing and information technology

de John O'Connor, Eamonn Galvin

Presents an overview of the relationship between marketing and information technology. Follows the typical marketing teaching models: from strategy to tactics to implemetation. Topics covered include the changing role of IT in customer service and sales. A wide variety of cases and vignettes are used throughout the text and each chapter contains learning objectives and assignement questions. References, a bibliography and glossary of terms are included.