Computer awareness and usage by industrial marketers

The attitudes, familiarity, and current practices of industrial marketers regarding computer technology are investigated in this article. Findings of a study involving marketing managers in 101 Midwest firms are reported. The results indicate fairly positive attitudes toward the role of computers in...

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Bibliographic Details
Published in:Industrial marketing management 1989-08, Vol.18 (3), p.223-232
Main Authors: Morris, Michael H., Burns, Alvin C., Avila, Ramon A.
Format: Article
Language:English
Subjects:
Applications
Computers
Industrial
Knowledge
Marketing information systems
Marketing management
Markets
Sales forecasting
Service introduction
Technological change
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Summary:The attitudes, familiarity, and current practices of industrial marketers regarding computer technology are investigated in this article. Findings of a study involving marketing managers in 101 Midwest firms are reported. The results indicate fairly positive attitudes toward the role of computers in marketing, but limited familiarity with and actual use of the computer in marketing management activities.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(89)90039-4