The assimilation of computer-aided marketing activities

The use of computers has been assumed to provide substantial benefits in organizations (e.g., competitive advantage). Consequently, marketers are increasingly accepting computerization, although empirical evidence supporting the value of this technology is limited. To explore this phenomena, data were collected from 195 marketing executives in a national survey. These data were used to test a model involving the benefits from computerization. The results indicate that computerization aids in the assimilation of tactical and strategic activities. The benefits and implications of this integration are discussed.