Marketing management and information technology /
Fletcher, Keith, 1948-
Marketing management and information technology / - 2nd ed. - New York : Prentice-Hall, 1995. - xviii, 404 p. : ill. ; 24 cm.
Includes bibliographical references and index.
This work explains marketing concepts and techniques and examines the current and potential impact of IT on marketing management. This edition reflects technological changes and covers database marketing. Case histories highlight the benefits and pitfalls of the use of IT in marketing.
0131844822 9780131844827: £21.95
Marketing--Management--Data processing.
Information technology.
658.802 / FLE
Marketing management and information technology / - 2nd ed. - New York : Prentice-Hall, 1995. - xviii, 404 p. : ill. ; 24 cm.
Includes bibliographical references and index.
This work explains marketing concepts and techniques and examines the current and potential impact of IT on marketing management. This edition reflects technological changes and covers database marketing. Case histories highlight the benefits and pitfalls of the use of IT in marketing.
0131844822 9780131844827: £21.95
Marketing--Management--Data processing.
Information technology.
658.802 / FLE