Information and communication technology: a tool for increasing marketing efficiency Online publication date: Sat, 04-Apr-2015
by Sumant Kumar Tewari; Madhvendra Misra
International Journal of Information Technology and Management (IJITM), Vol. 14, No. 2/3, 2015
Abstract: ICT has become a potentially valuable way to enhance the business processes. This research is an empirical investigation of the relationship between ICT, operational leadership and marketing efficiency in the Indian automotive industry. An extensive literature survey and several rounds of interviews were conducted with academicians and practitioners for developing the research model, hypothesis and measuring instrument. Factor analysis and Cronbach's alpha test were conducted to validate the items into the constructs of the measuring instrument. Data was analysed and hypotheses were tested with the help of structured equation modelling in AMOS tool. The results show the strong relationship between ICT and operational leadership, and between the operational leadership and marketing efficiency as compared to between ICT and marketing efficiency. This research also provides a way to measure the performance of ICT in the organisation. This research can be further extended for other industries.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Information Technology and Management (IJITM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook