Multi media. A cross sectional study on its effects and its attitudes within business markets

Harry Commandeur, Tim Duhamel and Niels Schillewaert

'... one of the main consequences of the marketing information revolution will be a new phase in market development and marketing activity - one characterised by differentiated products in decentralised markets and a shift from one-way to two-way information flows between producers and consumers ...

Multi media. A cross-sectional study on its effect and its attitudes within business markets

Tim DuhamelThe Vlerick School of Management, Ghent University, BelgiumNiels Schillewaert andHarry CommandeurGhent University, The Vlerick School of Management, Belgium

INTRODUCTION

In the last three to five years both academics and practitioners paid considerable attention to the adoption and use of information technologies (IT) for marketing purposes. Many benefits are mentioned which essentially all relate to increased marketing productivity: marketing is done both more effectively and efficiently (Chapman and Holtham, 1994; Hewson and Wilson, 1994; Blattberg, Glazer and Little, 1994; Sheth, Sisodia,...

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