Abstract
Kotler et al. (2007) while discussing on today’s marketing communications mentioned that marketing communication would increasingly occur as a personal dialogue between the company and its customers. From the point how a company would reach its customers, they felt that the company would be forced to find out how the customers could reach the company effortlessly. Technological advances have allowed people and the company to communicate with each other through the Internet, fax machines, cellular phones, and other wireless appliances. Personalizing communications and creating dialogues by saying and doing right things to the right customers at the right time would become critical for the marketer, Kotler et al. thought. Ansari and Mela (2003) mentioned that the exchange process in the information age became increasingly customer initiated and to an extent, customer controlled. Marketers and their representatives would have to wait until customers agreed to participate in the exchange. Even the marketers entered the exchange process; customers would define the rules of engagement. They would insulate themselves with the help of agents and intermediaries if they so chose. The authors were of the opinion that even the customers had started to define what information they needed and what offerings they would be interested in.
Keywords
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.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Ansari A, Mela C (2003) E-customization. J Mark Res 40(2):131–145
Chunawalla SA (1998) Product management, 1st edn. Himalaya Publishing House, New Delhi, p 83
WDavis S, Longoria T (2002). Harmonizing your touch points. Brand Pack 17–23 25
Elliot R, Percy L (2011) Strategic brand management. Oxford University Press, New Delhi
Kotler P, Armstrong G (1996) Principles of marketing, 9th edn. Prentice-Hall of India, New Delhi, p 337
Kotler P, Keller KL, Abraham K, Mithileswar J (2007) Marketing management: A South Asian perspective, 12th edn. Pearson Education, Delhi
Ries Al, Trout J (2003) The 22 immutable laws of branding. Profile Books Ltd, London
Sontakki CN (2000) Advertising and salesmanship. Kalyani Publishers, Ludhiana
Verma HV (2006) Brand management: text and cases, 2nd edn. Excel Books, New Delhi
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer India
About this paper
Cite this paper
Das, P.K. (2013). Managing Technology for Marketing Success. In: Mukhopadhyay, C., et al. Driving the Economy through Innovation and Entrepreneurship. Springer, India. https://doi.org/10.1007/978-81-322-0746-7_23
Download citation
DOI: https://doi.org/10.1007/978-81-322-0746-7_23
Published:
Publisher Name: Springer, India
Print ISBN: 978-81-322-0745-0
Online ISBN: 978-81-322-0746-7
eBook Packages: Business and EconomicsBusiness and Management (R0)