マルチメデイア/情報技術がマーケテイングに与える影響

概要

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Advances in the field of information technology and multimedia are causing major changes in marketing practices. Multimedia information technology has made it possible for marketing to concentrate its efforts in more than just one direction with regard to the paradigm of mass marketing and target-oriented marketing, which has been treated as common business knowledge in the past, having now become commonplace. With information technology still in its infancy, it was unreasonable to assume that a marketing technique in which industry could have a relationship with each consumer might be maintained. However, due to the radical "reduced cost/increased power" syndrome brought on by information management, any business enterprise is now able to establish relationships wit each of its indivisual consumers, and the results of this syndrome are also exerting extensive influence on thoughts about the fundamental aspects of marketing itself. However, in spite of the current progress in the field of multimedia information technology, the basic of marketing practices still remain reative unchanged. In most cases, marketing professionals are still trying to utilize information technology advances only as tools for rationalizing and elevating the effectiveness of simple data management. In effect, hardly none of the anticipated research in Japan with regard to the amount of influence that may be exerted on the current marketing through advances in multimedia information technology has yet to have been carried out This paper considers how and what kinds of influence will be exerted upon the basic idea of marketing in the future through multimedia and progress in the field of Information technology. Special attention is devoted to the consideration of the influence exerted by multimedia information technology on "marketing information system" and "future enterprise/consumer relationships".
群馬大学の論文

著者

田村泰彦
経営情報システム研究室

マルチメデイア/情報技術がマーケテイングに与える影響

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