Succeeding in the communiputer age: Technology and the marketing mix

In the past, big companies created wealth through their ability to marshal resources for their advantage. Today, smaller, swifter companies gain market share through responsiveness to their customers. Danger lurks in public access forums, thus raising the expectations of customer service. The purpos...

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Bibliographic Details
Published in:Industrial marketing management 1996, Vol.25 (1), p.1-10
Main Authors: Courtney, John A., Van Doren, Doris C.
Format: Article
Language:English
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Summary:In the past, big companies created wealth through their ability to marshal resources for their advantage. Today, smaller, swifter companies gain market share through responsiveness to their customers. Danger lurks in public access forums, thus raising the expectations of customer service. The purpose of the article is to help identify those areas where readers can pioneer the use of technology to gain strategic advantage. The relatively low price of high-tech gadgets allows millions more to participate. Inexpensive data will allow those who master technology the ability to “act big” while being agile, thus improving their marketing efforts.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(95)00035-6