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Over the last several years, individuals and organizations in India and all over the world have invested significantly in information technologies and systems.They perceive that appropriate IT investment may significantly improve the firm's profit performance, but they do not know how to measure this performance nor do they know precisely how much should be invested in IT. Much of the investment that is made is based on hunch or intuition, on the assumption that real returns will result.It is widely believed that strategic Information Technology (IT) investments will enable firms to cut costs and compete effectively.An example of the latter is now taking place behind the scenes in the consumer packaged goods industry, where a new generation of data is producing a discontinuity in the information available to marketers.It is widely believed that strategic Information Technology (IT) investments will enable firms to cut costs and compete effectively.However, there are concerns about the choice of these technologies and their deployment and hence the organizations ability to successfully achieve appropriate returns forms these technologies.Introduction: Over the last years, individuals and organizations in India and all over the world have invested significantly in information technologies and systems.Keywords: Introduction, Role, IT concept, IT in business, Advantages, Mobile-commerce, Advance selling.Senior managers responsible for determining the level of IT expenditure are in a dilemma.Still others create enhance marketing operations in ways that can change their character.

Over the last several years, individuals and organizations in India and all over the
world have invested significantly in information technologies and systems. It is widely
believed that strategic Information Technology (IT) investments will enable firms to cut costs
and compete effectively.
Information technology affects marketing in several ways. It saves labor and provides
service at a reasonable cost. Others create entirely new products and new organizational
forms. Still others create enhance marketing operations in ways that can change their
character. An example of the latter is now taking place behind the scenes in the consumer
packaged goods industry, where a new generation of data is producing a discontinuity in the
information available to marketers.
Keywords: Introduction, Role, IT concept, IT in business, Advantages,
Mobile-commerce, Advance selling.
Introduction:
Over the last years, individuals and organizations in India and all over the world have
invested significantly in information technologies and systems. It is widely believed that
strategic Information Technology (IT) investments will enable firms to cut costs and compete
effectively. However, there are concerns about the choice of these technologies and their
deployment and hence the organizations ability to successfully achieve appropriate returns
forms these technologies.
Senior managers responsible for determining the level of IT expenditure are in a
dilemma. They perceive that appropriate IT investment may significantly improve the firm's
profit performance, but they do not know how to measure this performance nor do they know
precisely how much should be invested in IT. Much of the investment that is made is based
on hunch or intuition, on the assumption that real returns will result. As Crows ton and
Treacy (1986) stated “Most of what we do in MIS is based on the belief that information