Researching the Role of ICT in Contemporary Marketing Practices (CMP)

16 Pages Posted: 30 May 2007

See all articles by Mairead Brady

Mairead Brady

Trinity College Dublin - The University of Dublin; Trinity College Dublin - School of Business; University of Dublin - School of Business Studies

Martin R. Fellenz

Trinity College Dublin - School of Business

Richard Brookes

University of Auckland

Abstract

Purpose: This paper reports a general historical and contemporary review of the role of Information and Communications Technology (ICT) within marketing practice as it has developed over the last decade. It also suggests how the academic research agenda should change to be reflective of the mistakes of the past and the challenges of the future. This paper suggests that a new model for how researchers study ICT deployment within marketing practice is needed and that we need to challenge the mental models of how we research and report on ICT assimilation within marketing practice.

Approach: Theoretical.

Practical Implications: Driving the ICT debate both academically and practically. Challenging academics to be more practice and implementation focused and to study the resultant skill set development rather than to monitor current or past behaviour. A call for academics to design a research agenda to advance ICT deployment in an optimum manner.

Originality/value of paper: Despite the hype of ICT deployment in the late 1990s marketers have struggled to embrace ICT within their organisations due in part to a lack of academic clarity and study. Much of the work to date has simply reported on marketing practice rather than attempting to drive best practice and take a holistic and critical view of what is needed from marketing and also organisationally to deploy ICT successfully now and in the future.

Paper Category: Viewpoint

Keywords: Information and Communication Technologies (ICT/IT), Marketing Practices, ICT Skills, E-marketing

JEL Classification: M31

Suggested Citation

Brady, Mairead and Fellenz, Martin R. and Brookes, Richard, Researching the Role of ICT in Contemporary Marketing Practices (CMP). Available at SSRN: https://ssrn.com/abstract=989302 or http://dx.doi.org/10.2139/ssrn.989302

Mairead Brady (Contact Author)

Trinity College Dublin - The University of Dublin ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business ( email )

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

University of Dublin - School of Business Studies ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Martin R. Fellenz

Trinity College Dublin - School of Business ( email )

College Green
Dublin 2
Ireland

Richard Brookes

University of Auckland ( email )

Private Bag 92019
Auckland Mail Centre
Auckland, 1142
New Zealand

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