Understanding Marketing

Management

How has Marketing

Management

changed?

4

Network

Information Technology

Major Societal Forces

The digital revolution has created an Information Age

which lead to more accurate levels of production, more

targeted communications, and more relevant pricing

Globalization … advanced technology made the transportation easy

Major Societal Forces

New Consumer Capabilities

A Substantial increase

in buying power

New Consumer Capabilities

A greater variety of

available goods & services

New company capabilities

Use of internet as a powerful

information and sales tool

to promote their business

and products worldwide

Information

Management

New company capabilities

Researchers can collect fuller and richer information about

markets, customers, prospects, and competitors. They can also

conduct fresh marketing research using the Internet to arrange

for focus groups, send out questionnaires

New company capabilities

Managers can facilitate and speed

internal communication among

their employees by using the Internet as

a private intranet. Employees can query one

another, seek advice, and download or upload needed

information from and to the company's main computer.

Internal communication

Changes in Marketing

Management

1. Network Information Technology

2. Globalisation

3. Increase in Buying Powers

4. Variety of Goods & Services

5. Powerful Information & Sales Channel

6. Internal Communication-Intranet

Sameer Mathur

Indian Institute of Management Lucknow

Marketing Professor 2013 -

Marketing Professor 2009 -2013

Ph.D & M.s (Marketing) 2003 - 2009

Amit Pandey Indian Institute of Technology Kharagpur

(Internship)