an important partnership for decades

Graesch, J. P., Hensel-Börner, S., & Henseler, J. (2021). Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123-157. https://doi.org/10.1108/IMDS-08-2020-0510Purpose: The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT. Design/methodology/approach: This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing. Findings: This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data. Practical implications: The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control. Originality/value: This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.authorsversionpublishe

Texas’ Senate Bill 5 Legislation for Reducing Pollution in Non-Attainment and Affected Areas: Annual Report to the Texas Natural Resource Conservation Commission

This is the first annual report by the Energy Systems Laboratory, which covers the Laboratory's efforts to support Senate Bill 5. In this report the accomplishments and progress to date are presented, along with recommendations, issues encountered to date and what is needed to fulfill the Laboratory's responsibilities. A section of this report also discusses the technology of reporting and verifying emissions reductions from the energy used in buildings, and presents an overview of the technologies for reducing energy use in buildings. Preliminary findings are also presented regarding the estimation of NOx reduction from several building-related energy conservation measures, and recommendations are provided regarding improvements to the NOx accounting methods

Accounting historians notebook, 1996, Vol. 19, no. 2 (fall) [whole issue]

Copyright held by: Academy of Accounting Historian