The Scope of Computer Marketing

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 1 in How to Market Computers and Information Technology, 1994, pp 1-12 from Palgrave Macmillan

Abstract: Abstract The last few years have seen great changes on both sides of the computer market. On the suppliers’ side, the rapid evolution of technology (whether product design or manufacturing) has led to a rapid decline in the price of hardware and great increases in reliability. This has produced an explosion in the use of computing equipment, attracting many new entrants into the industry, whether totally new companies, such as software product suppliers or entrants from other electronics sectors (for example, communications with AT&T’s acquisition of NCR), or from more ‘traditional’ industries (for example, Philips and Hitachi with monitors). On the users’ side, more and more applications are being demanded of computers. Understanding of the capability of computers has diffused from a small elite to a wide population, not only in organisations but also in the home.

Keywords: Cash Flow; Marketing Organisation; Marketing Plan; Marketing Function; Corporate Objective (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13402-1_1

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DOI: 10.1007/978-1-349-13402-1_1

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