THE EFFECTS OF INFORMATION TECHNOLOGY ON THE MARKETING OF CONSUMER GOODS: A CASE STUDY OF CADBURY NIGERIA PLC (1996- 2005)

ABSTRACT Information technology is generally believed to be the only tool that has brought the world together as a global neighborhood. It is an unprecedented revolutionary tool that can not be jettisoned or ignored by any forward looking manager of resources, whose objective is to succeed and have an edge over competitors. It is in the light of this that this study attempts to examine some of the attendant effects of information technology on the marketing of consumer goods. Data for the study was generated mainly from reliable secondary sources and the study makes use…

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