A new division has been created in the marketing sphere by the impact of new information technology (NIT) which has provoked this present discussion, highlighting the ensuing changes in the marketing field as applications of NIT spread to both operational and strategic decision making. As has become apparent, the whole scenario in which marketing acts is rapidly changing with NIT developments. The required marketing adaptations centre on the structural, but also tend towards the political. Political influence can be described as the organisational design outcomes as both causes and consequences of underlying forces operating in, and organisations. The newly evolved strategy must accommodate NIT, the consequent availability of new organisational design choices and the entry into new product markets. The issue is of the need for strategic planning to cope with NIT changes and for thorough integration of the marketing function. The suggestion is for a transfer of marketing power to the retailer and a relocation of formal marketing organisation.