The Importance and Place of Information Technology in the Changing Marketing Concept

Abstract

Nowadays, information is a tool that provides strategic and competitive information that supports strategic marketing decisions through accurate, valid and reliable information. This has led organizations to develop new policies and strategies in a competitive environment based on existing information technologies and the nature of economic activities has changed radically in parallel with the development process of information technologies. Many concepts such as the definition, scope and role of marketing have been affected by this change. Although the literature does not cover a long period of time, the foundations of marketing discipline, which had a past history until humanity, were influenced by changes in information technologies. The aim of this article is to present this new marketing perspective which is shaped by information technologies within the scope of innovations in marketing activities and functions based on a literature research. In this study, after briefly explaining the definition of globalization, the concepts of the development of information communication technologies and the popularization of the Internet are examined in detail and the role of the developments in information technologies on the changing marketing activities has been investigated. In the conclusion section, the place and importance of information technologies in the changing marketing approach are evaluated.