INFORMATION TECHNOLOGY: HOW FAR EFFECTIVE IN MARKETING

This paper attempts to present the role of information technology in one of the very important functional area of management ie. marketing. Information technology-PCs, Spread-sheets, Telecommunication and Data Based Management Software has done more than just enhance existing processes. It has created a whole new set of options for gathering, organizing and using information. This has broadened realm of possibility, has sparked some progressive companies to rethink their information needs and wants. Those that selected wisely from the new list of options have seen their control systems and structures transformed. They have found ways to channel the power of information to the muscles of their corporations. As a result, they have boosted their efficiency and overall competitive position. Thus, I, T is more effective in routine decisions, than in strategic decisions, Information technology is generating more data as a company performs its activities and is permitting it to collect or capture information that was not available before. Such technology also makes room for a more comprehensive analysis and use of the expanded data. The number of variables that a company can analyze for planning purposes has grown dramatically. So pervasive is the impact of information technology that it confronts executives with tough problem: too much information. This problem creates new uses of information technology to store and analyze the flood of information available to executives for future planning for all functional areas of management.