Research Paper on:
Marketing and the Effects of IT

Unformatted Sample Text from the Research Paper:
pricing and positioning has been studied with many models developed to guide the marketer in how to appeal to the market. However, the market environment is also changing rapidly, information  technology is changing these models and the way in which they manifest. There is a wide range of information technology, from the way goods are produced and differentiate of  the product can be achieved, to the direct marketing and selling. Tools that have facilities communication and transportation have changed the market place, reducing barriers to entry and increasing consumer  knowledge. However, these decreased barriers also aid the companies that are marketing, increased the potential target markets, opening up new ways of marketing and developing innovative ways of communicating. In  looking at the way information technology has changed the marketing environment the most obvious application has been the internet. The use of the internet may be one of the  most revolutionary events in the marketing environment. When marketing on the internet is considers companies such as Amazon immediately spring to mind. This is an internet only business and has  gained a first mover advantage by being the first book seller to have such a prominent position. This position has been leveraged with the use of many marketing tools, from  one to many advertising and marketing, through to bilateral communication with the use of direct emails and personalised pages with room for feedback this encompasses most models of marketing, however  this is not the only way in which the internet may be used as a marketing tool. However, the internet may be  used not only as a selling medium directly, but as a publicity medium as seen by the use of the web by car many manufacturers and companies such as Proctor