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Name: Marketing Management and Information Technology. 2nd ed.
Author: Fletcher, K.
ISBN: 978-0-13-184482-7

Marketing Management and Information Technology. 2nd ed. マーケティング・マネジメントと情報技術

・ISBN 978-0-13-184482-7 paper

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著者・編者	Fletcher, K.,
出版社	(Prentice Hall, UK)
出版年月	1995
ページ数	404 pp.
言語	ENG
ニュース番号	＜416-539＞

解説

This work gives an overview of marketing concepts and techniques and shows how a marketing manager's job is being, or may be, changed by information technology. Each chapter begins with aims and learning objectives and ends with self-assessment questions. This second edition reflects technological changes and includes chapters on positioning and targeting, and database marketing. Case histories and examples highlight the benefits and pitfalls of the use of IT in marketing.