Information Technology in Marketing

Abstract Information Technology Is Everywhere Information technology pervades marketing When you answer the telephone, a computer may be calling with a sales message. If you buy shares of Intel, Microsoft, or another company listed with NASDAQ, you trade on an electronic market. NASDAQ has no physical location where traders meet. Instead, a network of securities dealers set bid and ask prices through connections to a common computer (see Figure 20.1). When I call Sears, Roebuck to place a catalog order, the Sears operator asks me my phone number. Then she tells me my name and address. Obviously she is sitting in front of a video terminal. Later, when I go to the store to pick up my order, I find another terminal. It too wants my phone number and tells me my name.