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Essay / Research Paper Abstract
This 8 page paper considers the way in which marketing is changing as a result of information technology. The paper focuses in the use of the internet and how models of marketing have been adapted to this faster moving and less constrained environment. The bibliography cites 7 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEITmark.rtf
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Unformatted sample text from the term paper:
pricing and positioning has been studied with many models developed to guide the marketer in how to appeal to the market. However, the market environment is also changing rapidly, information
technology is changing these models and the way in which they manifest. There is a wide range of information technology, from the way goods are produced and differentiate of
the product can be achieved, to the direct marketing and selling. Tools that have facilities communication and transportation have changed the market place, reducing barriers to entry and increasing consumer
knowledge. However, these decreased barriers also aid the companies that are marketing, increased the potential target markets, opening up new ways of marketing and developing innovative ways of communicating. In
looking at the way information technology has changed the marketing environment the most obvious application has been the internet. The use of the internet may be one of the
most revolutionary events in the marketing environment. When marketing on the internet is considers companies such as Amazon immediately spring to mind. This is an internet only business and has
gained a first mover advantage by being the first book seller to have such a prominent position. This position has been leveraged with the use of many marketing tools, from
one to many advertising and marketing, through to bilateral communication with the use of direct emails and personalised pages with room for feedback this encompasses most models of marketing, however
this is not the only way in which the internet may be used as a marketing tool. However, the internet may be
used not only as a selling medium directly, but as a publicity medium as seen by the use of the web by car many manufacturers and companies such as Proctor
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