INFLUENCE OF INFORMATION TECHNOLOGY ON MARKETING PRACTICES IN OSUN STATE


This paper examined the effects of information technology in marketing practices of organisations in Osun State. It further examined the impact of information technology on the level of achievement of total corporate goals in these organisations. The paper also determined the extent to which information technology contributes to smooth job performance in the organisations. The study employed survey research with descriptive analysis. The population for the study consisted of sixty managers of multinationals and large scale organizations operating in Osun State. The population was used as the sample size for the study since the number is moderate and easy to handle. Binomial (Binary) Logistic Regression was employed to analyse the data collected and findings revealed that information technology significantly contributes to the degree of corporate goal achievement. It was also found that information technology contributes to smooth job performance in the organisations. The study concluded that since management information systems play a vital role in achiving total corporate goals, therefore, it becomes necessary for marketing organisations to adopt the utilisation of management information system in enhancing total corporate goal achievement. It was recommended that marketing organisations should invest more in management information system to enhance their future competitive advantage. Organisations should also embark on regular training of their information technologists in order to have seasoned experts to design, manage and maintain information systems and provide the enabling environment such as constant power supply to telecommunication installations. Key words: Computer, Decision making, Information technology, Management information system, Management process


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