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New technology and the changing role of marketing

Tapp, Alan; Hughes, Tim


Tim Hughes
Professor in Applied Marketing


Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However, the research reported on here highlights how new technologies are acting as internal agents of change, forcing firms to adapt to new processes, which in turn are disrupting existing hierarchies. The paper makes the case that this disruption will create opportunities for marketers, who have hitherto failed to be seen as key players at board level. It has been argued that marketing's focus needs to move to internal management and facilitation in order to enable enterprise-wide market orientation to emerge as the dominant ethos of the firm. The respondents’ often blunt views on marketers’ abilities to lead this change are reported, making rather sombre reading for the profession. A number of possible routes were explored through which marketers could address these weaknesses, improve their influence within the firm, and capitalise on the internal disruption caused by new technology. © 2004, Emerald Group Publishing Limited


Tapp, A., & Hughes, T. (2004). New technology and the changing role of marketing. Marketing Intelligence and Planning, 22(3), 284-296.

Journal Article Type Article
Publication Date May 1, 2004
Journal Marketing Intelligence & Planning
Print ISSN 0263-4503
Publisher Emerald
Peer Reviewed Not Peer Reviewed
Volume 22
Issue 3
Pages 284-296
Keywords electronic commerce, internet, knowledge management, marketing management, relationship marketing
Public URL
Publisher URL