How Technology Advances Influence Business Research and Marketing Strategy Paper Appraisal

Topics: Marketing, Marketing strategy, Innovation Pages: 3 (730 words) Published: September 1, 2011
In this article, the authors demonstrate an outline of how technology advancement influences business research methods especially in the field of marketing. The author comments that technology advances not only influences the current marketing tradition, but it also change the focus in research topic and the design of research methods (Rust and Francine 1072). This journal illustrate how technology innovation in business influence major marketing practices which lead to a better customer service and emphasising on satisfying customer specific needs rather than the products . For instance, the advancement of technology support the tasks of reaching the customer in addition satisfying the customer needs, thus this increasing the demands for more complicated models of market segmentation and customisation. Interestingly technology advancement influence customer relation management from interaction with customer, building relationship and customer information gathering. In additional, information technology revolution leads a transformation to central marketing framework in three major marketing strategies, which are service marketing, customisation and relationship marketing. Furthermore, technology advancement contributes to the business research methods as new and improved application or software tools emerge for data collection and analysing market data statistic. Also innovative hardware and software are capable to aid data analysis and compress data into information to suit the needs of business thus generating substantive and theoretical result. Emphasis on the technology advancement which influence business research and marketing strategy provide an interesting insight on the development of business marketing strategy and research methods. In additional, it is convincing that implementation of information technology clearly driven business to another level. In fact, information and knowledge about the market, customer and competitor are important for...
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