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.
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.
9780131844827 (pbk) : £21.95 0131844822
94049052
Information technology.
Marketing--Management--Data processing
Sales & marketing management
Computing & information technology
Marketing Use of Computers
658.83 FLE
Marketing management and information technology / Keith Fletcher. - 2nd ed. - London : Prentice Hall, 1995. - xviii,404p. : ill. ; 24cm.
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.
9780131844827 (pbk) : £21.95 0131844822
94049052
Information technology.
Marketing--Management--Data processing
Sales & marketing management
Computing & information technology
Marketing Use of Computers
658.83 FLE