Understanding the Impact of Network Marketing on Organizational Changes in Information Technology Firms
Kweku Okoso-Amaa (University of Dar es Salaam, Department of Marketing)
Download Article | Published On 01/12/1996


Suppliers and users of IT products and services interact rigorously so that behaviors of both the sellers and users undergo changes. The buyer-users actively search for the suppliers who can provide the right service to solve their needs and problems. This trend has effected changes, not only in the marketing philosophy, but also in the organizational structures of IT _companies. The present study explores some of the pertinent change processes observed in practice and analyzed their marketing implications.

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