The impact of information technology on marketing practice and customer relationships.

The article presents information on the impact of information technology on marketing practice and customer relationships. The study investigates the adoption of marketing-related information technology applications in British industry In particular it studies: the sophistication of the systems by industry sectors; the amount and sophistication of customer information held; the specific applications used; the factors related to the decision to adopt information technology; consumer attitudes to disclosure of information and the changing nature of the exchange process in relationship marketing. Preliminary findings are that while an organization's marketing orientation is often argued as being of importance in the decision to adopt information technology for marketing, it is in fact the existing technology, or the belief that such technology is necessary, which drives the process. Strategic considerations and marketing considerations relate to the decision to adopt.