The relationship between information and communication technology (ICT) and marketing performance of an organization in Tanzania: a case of Small Industries Development Organization (SIDO)
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Date
2012
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Publisher
University of Dar es Salaam
Abstract
This study was conducted at Small Industry Development Organization, (SIDO) Iringa in Iringa Municipality. It investigated the Relationship between Information and Communication Technology and Marketing performance of an organization. Both secondary and primary data were used through which the questionnaire and structured interview were used as instruments for data collection in this study. From the findings it is clear that for an effective performance in the market of high competition, an organization should increase the extent of using ICT facilities in marketing activities such as finding new markets, maintaining market shares, promotions, advertising as well as e-commerce in general. The findings of the study imply that the use and application of ICT has a positive relationship with the marketing performance of the company. The study established that there is a great difference in marketing performance between the organization that invest much on ICT usage with that which does not invest in ICT application. Firms with less or no ICT investment are left behind in terms of marketing performance. The study recommends that SIDO should increase the number of computers at least at each department and involve effective use of ICTs such as email, intranet and internet as a means of facilitating marketing activities to enhance speed in product and services delivery to customers (SMEs).
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Available in print form
Keywords
Small business, Information and communication technology (ICT), Marketing perfomance, Small Indusries Development Organization (SIDO), Tanzania
Citation
Adam, A (2012), The relationship between information and communication technology (ICT) and marketing performance of an organization in Tanzania: a case of Small Industries Development Organization (SIDO),master dissertation, University of Dar es Salaam (available athttp://41.86.178.3/internetserver3.1.2/detail.aspx)