TABLE OF CONTENTS Business in general and marketing in particular has become increasingly affected by, and dependent upon, technology. Furthermore, technological progress itself is accelerating exponentially. The rate of development increases as scientists and technologists learn from what has happened in the past, for example, the digital computer was developed in a laboratory in the UK at Manchester University and since then others have developed the basic technology in to what we see today. We examine some of the salient changes and advances in technology as they affect the marketer. At this stage, advances in technology are beginning to change the nature of marketing and other business and commercial activities. In as little as ten years the process of marketing will change significantly. Some say that the traditional marketing paradigm is no longer applicable in the world of the internet and that new concepts are called for. Certainly the modern-day marketer needs to be familiar with the key advances in technology that are impacting on the marketing process (see Curry, 2001, pp. 114 128 for a discussion on interactive television and its integration with other technologies such as the Internet). A summary of the reasons are listed below:
Advances in technology enable the marketing process to be carried out not only more effectively but also more efficiently and computer-aided questionnaire design for marketing research is a case in point. The computerisation of measuring instruments for advertising research is another good example. Advances in technology allow the marketing professional to...
