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Information Technologies In Transformation Of Marketing Activity

Nina Ilarionova ()
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Nina Ilarionova: Faculty of International Relations KROK Economics and Law University Kyiv, Ukraine

Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), 2011, vol. 58, 259-267

Abstract: The goal of the paper is to provide a comprehensive review of marketing issues influenced by information technologies. The macro-environment of marketing activity, strategic issues like marketing philosophy, marketing research and segmentation as well as marketing mix were analysed. The main findings are the following: IT advances do change every element of marketing activity of any company, offering both opportunities and threats.

Keywords: information technologies; marketing philosophy; marketing research; segmentation; consumer behaviour; marketing mix (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2011
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Handle: RePEc:aic:journl:y:2011:v:58:p:259-267