Abstract
The study explores which tasks performed using computer technology improve the performance of the marketing organization. The basis of the study is the need for marketers to improve the output in the marketing organization. The model links using computerization and information technologies to exploit opportunities, solve problems, improved work quality and quantity, and improved communications to improved marketing operations. A national mail survey of marketing executive provided the data. The 122 survey responses were used to analyze the model via structural equation modeling. The results indicate that using these technologies to exploit opportunities and improve work quality and quantity have impacts on improving marketing operations.
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