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INFORMATION TECHNOLOGIES IN TRANSFORMATION OF MARKETING ACTIVITY

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Author(s): Nina ILARIONOVA

Journal: Scientific Annals of the Alexandru Ioan Cuza University of Iasi : Economic Sciences Series
ISSN 0379-7864

Volume: 2011;
Issue: LVIII;
Start page: 259;
Date: 2011;
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Keywords: information technologies | marketing philosophy | marketing research | segmentation | consumer behaviour | marketing mix

ABSTRACT
The goal of the paper is to provide a comprehensive review of marketing issues influenced by information technologies. The macro-environment of marketing activity, strategic issues like marketing philosophy, marketing research and segmentation as well as marketing mix were analysed. The main findings are the following: IT advances do change every element of marketing activity of any company, offering both opportunities and threats.
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