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Information Technologies In Transformation Of Marketing Activity

Author

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  • Nina Ilarionova

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

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.

Suggested Citation

  • Nina Ilarionova, 2011. "Information Technologies In Transformation Of Marketing Activity," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 58, pages 259-267, november.
  • Handle: RePEc:aic:journl:y:2011:v:58:p:259-267
    as

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    File URL: http://anale.feaa.uaic.ro/anale/resurse/mm6ilarionova.pdf
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    File URL: http://anale.feaa.uaic.ro/anale/ro/Arhiva2011-Ilarionova/403
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    References listed on IDEAS

    as
    1. Thomas I. Palley, 1993. "Milton Friedman and the Monetarist Counter-Revolution: A Re-appraisal," Eastern Economic Journal, Eastern Economic Association, vol. 19(1), pages 71-81, Winter.
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    More about this item

    Keywords

    information technologies; marketing philosophy; marketing research; segmentation; consumer behaviour; marketing mix;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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