Information Technologies Inside Channel Marketing
Information Technologies Inside Channel Marketing

Summary/Abstract: Information technologies, IT, as a source of specific resources, have led to changes in the ways of performing many functions and marketing activities (distribution services) that are related to the distribution of goods and operation of the channel. The introduction of computer technology greatly improves the inter-organizational cooperation, developing retail and changing relations of economic power, and such an environment gives retailers greater chance to become the leading players in the industry. In this context, this paper provides a selective review of key arguments related to information technologies within the marketing channel. First, there is a selective review of key elements relevant to the application of information technology in distribution. On the other hand, illustrates the types of utilization of computer tools in the function of development of marketing channels, and the need for the introduction of computer tools as a contribution to the partnership.

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