IT and Businesses: Impact of IT on Marketing - Literature Review

This assignment is a comprehensive literature review exploring the impact of Information Technology (IT) on marketing and business operations. It begins with an abstract outlining the research's focus on IT systems' role in enhancing marketing and addressing implementation challenges. The methodology employs mixed methods, including qualitative data from IT and marketing managers and secondary data from peer-reviewed sources. The review is structured in three rounds, each building upon the previous one, to refine keywords and explore relevant research. Keywords such as 'Information Technology,' 'Marketing and Organizational efficiency' are used. The literature review examines key concepts like consumer behavior, virtual reality technology, big data analytics, and dynamic capabilities. The research delves into the effects of IT on consumer behavior, social media communication, and consumer engagement. The assignment includes a table of contents, detailed literature review with multiple rounds of keyword exploration, and a proposed research section outlining the background, aim, methodology, and expected outcomes. The expected outcome suggests a positive correlation between IT systems and marketing excellence. The references and appendices provide additional support to the research.