ABSTRACT
Role of business in driving technology and the nature of the diffusion process
The importance of technological forecasting Information technology and its marketing
applications Future applications of ICT Marketing implications including resistance to
change
l Impacts on all aspects of life
l Fundamental to improvement in productivity
l Interdependent with skills/skill acquisition
l Shifts production possibilities outward
l Underpins advances in marketing
l Central to new product development
l Source of new processes and techniques
l Critical to the effective use of information
n Research þ Accumulation of Knowledge n Invention þ Development of new ideas/
applications n Innovation – commercial exploitation of an
idea n Diffusion – rate of adoption through target
market n Refinement – to fully exploit the new
technology
Technological progression from agricultural through industrial revolution to service economy, accelerating in most recent phase of post-industrial information and communication society
n Technological change is ubiquitous
n Convergence of computer-telecommunicationsmedia technologies: ownership widespread
n Extension of human capabilities via mobile, etc.
