Computers as a Marketing Tool

... Computers as a Marketing Tool In our increasingly complex society computers are being used in business more and more. They can be used to process information on which to base decisions as well as a storage system making information readily available. It is reasonable to say that, without the power of computer systems, today's modern business world could not function. One particular organisational function they facilitate is marketing. Philip Kotler (1994) describes marketing as "a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others". Computers can aid this in many ways - particularly through information systems. These are a type of work system which use information technology (with the computer being the hardware) to capture, transmit, store, retrieve, manipulate or display information (Alter, 1999). When considering how computers may be useful in marketing, databases are

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