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The paper explores the significant influence of technology on marketing practices, emphasizing its role in shaping the modern information society. It highlights how organizations view information as a vital resource for competitive advantage, necessitating the use of technology for data management and analysis. With substantial investments in marketing-related IT applications, particularly in the UK, the paper underscores the growing importance of technology in marketing strategies and the ongoing trend of increasing expenditure in this area.
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The Impact of Technology on Marketing Strategy, Volker Schmid
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- Année de publication
- 2011
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