New technology and the changing role of marketing

doi:10.1108/02634500410536876

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Marketing Intelligence & Planning

ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science

Online from: 1983

Subject Area: Marketing

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New technology and the changing role of marketing

Document Information:
Title:	New technology and the changing role of marketing
Author(s):	Alan Tapp, (Bristol Business School, University of the West of England, Bristol, UK), Tim Hughes, (Bristol Business School, University of the West of England, Bristol, UK)
Citation:	Alan Tapp, Tim Hughes, (2004) "New technology and the changing role of marketing", Marketing Intelligence & Planning, Vol. 22 Iss: 3, pp.284 - 296
Keywords:	Electronic commerce, Internet, Knowledge management, Marketing management, Relationship marketing
Article type:	Research paper
DOI:	10.1108/02634500410536876 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However, the research reported on here highlights how new technologies are acting as internal agents of change, forcing firms to adapt to new processes, which in turn are disrupting existing hierarchies. The paper makes the case that this disruption will create opportunities for marketers, who have hitherto failed to be seen as key players at board level. It has been argued that marketing's focus needs to move to internal management and facilitation in order to enable enterprise-wide market orientation to emerge as the dominant ethos of the firm. The respondents’ often blunt views on marketers’ abilities to lead this change are reported, making rather sombre reading for the profession. A number of possible routes were explored through which marketers could address these weaknesses, improve their influence within the firm, and capitalise on the internal disruption caused by new technology.