Marketing management and information technology /

Fletcher, Keith, 1948-

Marketing management and information technology / Keith Fletcher. - 2nd ed. - London : Prentice Hall, 1995. - xviii,404p. : ill. 24cm

"A Pearson Education print on demand ed."

Includes bibliographical references and index.

This work gives an overview of marketing concepts and techniques and shows how a marketing manager's job is being, or may be, changed by information technology. Each chapter begins with aims and learning objectives and ends with self-assessment questions. This second edition reflects technological changes and includes chapters on positioning and targeting, and database marketing. Case histories and examples highlight the benefits and pitfalls of the use of IT in marketing

9780131844827 pbk £21.95 9780131844827 pbk


Marketing--Management--Data processing
Marketing--Management
Marketing--Management--Electronic data processing
Information technology
Sales & marketing management
Computing & information technology