INFORMATION TECHNOLOGY, INTERNET, AND MARKETING

Information technology developed very fast, and today's marketing activities are not possible without the help of information technology. Furthermore, it is difficult to think of a policy domain not affected by usage of information technology. Information technology is making possible and creating connections between businesses and organizations. The implications of information technology usage in marketing activities are profound too. Using information technology, companies possess the potential to reach more customers, introduce new products and services quickly, and collaborate with suppliers and business partners from all over the world. We should emphasize that information technology usage in marketing supports an integral approach to all marketing activities of a company and produces a large amount of information on buyers and markets. The aim of this paper is to describe information technology usage for marketing purposes. This paper starts with a description of information technology usage in business. It transitions into highlighting information technology and its role in marketing. The last part draws out the main conclusions and suggests that more attention should be paid to the potential of information technology usage for marketing purposes since this technology today is the key to better marketing activities and success in business