ABSTRACT
This chapter presents the impact of new technology on corporate marketing systems. It explores the impact of new information technology in the areas: marketing information, and marketing organisation structure. At the strategic level, one implication is that the competitive structure of many markets becomes unstable with fundamental technological change and there is a risk that marketing expertise may not transfer easily to new sectors. The marketing information is central to the corporate role and functioning of the marketing subunit, and that new technology is radically changing the availability of information. In the relationship between the corporate marketing information system and the environment it was seen that the potential was for a 'macro-marketing information system' based on new technology, in the channel and product-market.
