EFFECTS OF IT IN MARKETING OF COMMUNICATION SERVICE (CASE: SAFARICOM KENYA LTD)

 EFFECTS OF IT IN MARKETING OF COMMUNICATION SERVICE (CASE: SAFARICOM KENYA LTD). A RESEARCH PROJECT TOPIC ON BUSINESS MANAGEMENT

ABSTRACT

The use of information technology on marketing of communication services is a major prob-lem faced by most communication companies. Many organizations are still striving in integrat-ing marketing functions with information technology, hindering effective marketing of com-munication services. The main purpose of this study was therefore to determine the effects of information technology on marketing of communication services with a specific reference, Safaricom Limited. The study narrowed its research undertaking on the major effects such as promotion, product development, distribution, price and competition.

Data was obtained using questionnaires and analyzed using a qualitative method. Tables and charts were used to present the study findings.The study established that promotion was a major factor that greatly affected marketing of communication services. The use of informa-tion technology influenced introduction and application of effective promotion methods that eased marketing of organization services in the target market. The study concluded that the effects of information technology have eased acquiring products information and conducting communications globally. Applications of effective promotion methods have been made better and this has contributed towards achievement of increased sales revenue. The study finally recommended that the company should incorporate updated and most effective infor-mation technology in all its departments especially marketing.

1        Introduction

Marketing strategies and improvement have been advancing. As defined by Kotler, marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Marketing is a business section that focuses on the practical application of marketing tech-niques and the management of a company’s marketing resources and activities. Marketing managers are often responsible for influencing the level, timing, and composition of cus-tomer demand in a way that will achieve the company’s objectives (Kotler 2000, 8)

 EFFECTS OF IT IN MARKETING OF COMMUNICATION SERVICE (CASE: SAFARICOM KENYA LTD). A RESEARCH PROJECT TOPIC ON BUSINESS MANAGEMENT