The impact of information and communication technology on the marketing mix. | ASJP

مجلة العلوم وافاق المعارف
Volume 6, Numéro 2, Pages 45-68
2026-06-10

The Impact Of Information And Communication Technology On The Marketing Mix.

Authors : Belhadef Abdelhamid . Gbadebo Adedeji .

Abstract

This study highlights the critical role of Information and Communication Technology (ICT) in enhancing the effectiveness of the marketing mix and strengthening organizational competitiveness. ICT contributes significantly to the development of the four elements of the marketing mix (product, price, place, and promotion), which form the foundation of marketing strategies, resource allocation, and sales target setting. Based on a questionnaire conducted among employees of the Palm Mill in Chlef and analyzed using SPSS, the findings reveal a strong impact of ICT on most marketing mix components. The most significant effect was observed in pricing, followed by distribution and promotion, while its impact on the product itself remained minimal, with no noticeable changes in quality, accuracy, or speed.

Keywords

Promotion ; distribution ; marketing mix ; information and communication technology

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