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This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter‐relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a...
Persistent link: https://www.econbiz.de/10014722195
This position paper revisits earlier research to outline contemporary thinking on the nature of cyber‐marketing strategies and the implications for organisations in the post‐Net era. It identifies in particular recent frameworks which appear to offer insights into the complexities and...
Persistent link: https://www.econbiz.de/10014687561
Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies. This paper attempts to show...
Persistent link: https://www.econbiz.de/10014987089
Reports on an investigation of computer‐based support for developing marketing strategy. First, on the basis of a literature study, the nature of marketing strategy development is clarified. The needs for computer‐based support are identified. The status and underlying problems of existing...
Persistent link: https://www.econbiz.de/10014721920
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Suggests that the development of new interactive service is stimulating the global convergence of the telecommunications, computer and media markets, creating an integrated industry, but there is some doubt about customer demand and how to approach it. Presents a study which contributes to the...
Persistent link: https://www.econbiz.de/10014889311
Technology will continue its pervasive global impact on marketing strategies and program components in the twenty‐first century. Technology is changing markets and buyer preferences and the rate of change is likely to increase in the future. Highlights several of the more apparent impacts of...
Persistent link: https://www.econbiz.de/10014946677
Speeding technology to market, and to the right market, is increasingly held out as the hallmark of well run technology‐based organisations. This paper details an inexpensive methodology to evaluate the economic viability of technologies that have potential applicability in a broad range of...
Persistent link: https://www.econbiz.de/10014933418
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