The short, fifty or so year history of modern information technology is replete with examples, large and small, of how IT has enabled changes in business organizations, business practices, and, indeed, entire business models. Without IT there would be no just-in- time inventory management, no instant credit card verification, and no email. IT has been credited with helping to eliminate levels of management and providing executives with the data they need for decision making. Indeed, business process re-engineering is predicated on the use of IT as the driver for organizational change. The purpose of this tutorial will be to discuss the role of IT in the exciting changes taking place in the field of marketing and, in particular, in what is becoming known as "one-to- one marketing."
Gillenson, Mark; Chen, Lei-Da; and Sherrell, Daniel, "The Role of Information Technology in One-to-One Marketing" (1999). AMCIS 1999 Proceedings. 291.