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Marketing and the adoption of microcomputers: An application of diffusion theory

  • Martin D. Goslar
Article

Abstract

This paper examines the adoption of microcomputers in the marketing community. Diffusion theory is applied to gain clearer insights into why the infusion of this technology has succeeded where other forms of computer technology have lagged. Unique characteristics of microcomputers important to marketers are identified and those features most amenable to marketing settings are explained.

Keywords

Marketing Management Information System Diffusion Theory Harvard Business Review Management Information System 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 1987

Authors and Affiliations

  • Martin D. Goslar
    • 1
  1. 1.University of Notre DameNotre DameUSA

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