This volume considers the increasingly important part that information technology has to play in marketing, and describes how best to harness the strengths of IT to marketing needs. The use of IT in marketing potentially involves a very diverse range of applications and technology. These are often implemented in an ad hoc way. The use of discrete applications and a lack of skill in managing information and technology are often a considerable barrier to the effective use of IT in marketing. A more effective, but rarely found, approach is a strategic approach to IT in marketing. A company's marketing strategy is closely bound up with its business strategy. Information, and the technology to collect, process and disseminate information, are essential parts of a marketing strategy, enabling a concern with competition and customer satisfaction to be met effectively. Information is a marketing resource that requires managing just as any resource does. Too much data can submerge important information and information must be continually updated to maintain its value. Effective management of information is a vital tool in capturing and defending market share. The book considers the links between marketing and IT from various standpoints. Many techniques and case studies are described, and the topics covered are practical and forward looking, demonstrating how the evolving nature of marketing and marketplaces can be supported by IT. The first part of the book provides an overview of the IT issues, facing marketeers today, and places a marketing strategy in the context of an overall information management strategy. It then considers the factors to be taken into account when choosing an IT solution, considering system requirements and technology. The choice of a database solution is then expanded upon in the third section, and the specialist database solution. Geographical information system (GIS) is explored in detail in the fourth section. Section five looks at sources of GIS data, such as post codes and maps. The final section considers six widely varying case studies.
