The influence of information technologyon on strategic marketing planning A Case Study of CRDB Bank in Dar s Salaam
| dc.contributor.author | Julieth, Kitali | |
| dc.date.accessioned | 2019-11-03T04:40:26Z | |
| dc.date.accessioned | 2020-01-08T09:51:29Z | |
| dc.date.available | 2019-11-03T04:40:26Z | |
| dc.date.available | 2020-01-08T09:51:29Z | |
| dc.date.issued | 2013 | |
| dc.description | Available in print copy | en_US |
| dc.description.abstract | The main objective of the study was to examine the impact of IT strategic marketing plan in Tanzania and CRDB bank in particular as a case study . The study mainly based on strategic marketing bank officers, IT staff and bank users in CRDB who made a sample size of 140 respondents who responded to the questionnaires correctly and 100 percent of responses was achieved. The approach used was explanatory which aimed at establishing the relationship between the three variables which are IT usage in strategic marketing of the bank activities or services, IT use as competitive tools and IT strategic marketing in banking. Also, the research employed positivism paradigm and primary data collection. The software package of statistical Science (SPSS) was applied to perform data analysis, with a multiple regression model for hypothesis testing. The findings of this study reveal that the IT strategic marketing plan has significant influence in the development of the bank through marketing of service such as advertising, promoting and selecting physical location for the service of the banks. As a competitive tool, it helps in designing new tactics so as to complete? with the other banks in the market arena. During the study, some problems were identified by the researcher such as lack of uses of IT in strategic marketing plan. Therefore, this study recommended that efforts should be directed in bringing about improvement of IT usage in strategic marketing plan in bank industries and put more effort in adopting it? through training. | en_US |
| dc.identifier.citation | Julieth, K.(2013). The influence of information technologyon on strategic marketing planning A Case Study of CRDB Bank in Dar s Salaam. Master dissertation, University of Dar es Salaam. Available at (http://41.86.178.3/internetserver3.1.2/search.aspx?formtype=advanced) | en_US |
| dc.identifier.uri | http://localhost:8080/xmlui/handle/123456789/5318 | |
| dc.language.iso | en | en_US |
| dc.publisher | University of Dar es Salaam | en_US |
| dc.subject | technology | en_US |
| dc.subject | marketig | en_US |
| dc.subject | CRDB | en_US |
| dc.subject | Banks | en_US |
| dc.subject | Banking | en_US |
| dc.title | The influence of information technologyon on strategic marketing planning A Case Study of CRDB Bank in Dar s Salaam | en_US |
| dc.type | Thesis | en_US |