The Impact of Technology on Marketing in Nigeria

THE IMPACT OF TECHNOLOGY ON MARKETING IN NIGERIA

BY

EMMANUEL OMOBHUDE

IRABOR COMPUTERS

AUCHI

ABSTRACT

With a few exceptions, available literature tends to uphold the view that technology has become a universally relevant concept in every business organization. Some argue that a consistent and positive relationship exists between Marketing and Technology. This paper therefore, proposes that with its effects on marketing, organizations and practitioner can create a symbiotic relationship between Marketing and Technology with the ultimate objective of sustaining or improving current marketing performances of these organizations. Our focus is to examine technology (ies) and it(s) effect on marketing activities and decisions.

INTRODUCTION Drucker, (1980), observed that the business environment of the recent past has been characterized by turbulence. This has resulted on the reassessment of the growth prospects of various industries as well as dramatic upheavals in the relative positions of firms within these industries. The causes of these changes are numerous but it is by now apparent that a major cause of this upheaval is technology. Although technology has been ignored in most traditional considerations of economic or managerial behavior, it is no longer taken for granted. It has even risen to the forefront in debates on world and national economic policies and on the future of specific industries and markets. This paper attempts to examine the issues associated with technology in marketing and its impact not so much as in terms of the “quantity” of work and time employed to do the work, but rather in terms of the “quality” of the activity in marketing and its contributions. Today, marketers use technology to improve the quality of products and services offering. These new and evolving technologies coupled with increase management sophistication have transformed marketing from the creative art of yesterday into a true

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