The impact of information and communication technology on the marketing mix.
Keywords:
Information and Communication Technology (ICT); Marketing Mix; Pricing; Distribution; Promotion; Digital Transformation; Algeria
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
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References
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Goestjahjanti, F. S., Hilmy, I., Wihardjo, M. T., Novianto, G. G., Yuliana, & Marpaung, H. (2024). Digital transformation in education marketing: Leveraging the marketing mix. International Journal of Social and Management Studies, 5(4), 21–30. https://doi.org/10.5555/ijosmas.v5i4.428
Gutu, T., Zimucha, T., & Mushayavanhu, T. P. (2023). An analysis on the impact of digital marketing strategies in enhancing market performance. Journal of Research and Innovation in Social Science, 5(1), 76–85. https://doi.org/10.33727/jriss.2023.1.9
Ijomah, T. (2023). The influence of integrated marketing strategies on the adoption and success of IT products: A comparative study of B2B and B2C markets. International Journal of Management & Entrepreneurship Research, 5(12), 1164–1183. https://doi.org/10.51594/ijmer.v5i12.1420
Ivanov, M. (2019). The digital marketing with the application of cloud technologies. SHS Web of Conferences, 65, 04019. https://doi.org/10.1051/shsconf/20196504019
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Khalayleh, M. A., & Al-Hawary, S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan. International Journal of Data and Network Science, 6(4), 1023–1032. https://doi.org/10.5267/j.ijdns.2022.8.008
Kirvan, P., Awati, R., & Pratt, M. K. (2025, March 13). ICT (information and communications technology). TechTarget. https://www.techtarget.com/searchcio/definition/ICT-information-and-communications-technology-or-technologies
Kotler, P., Armstrong, G., & Opresnik, M. O. (2024). Principles of marketing (19th global ed.). Pearson.
Lau, M. M. Y. (2016). Effects of 8Ps of services marketing on student selection of self-financing sub-degree programmes in Hong Kong. International Journal of Educational Management, 30(3), 386–402. https://doi.org/10.1108/IJEM-01-2014-0005
Laudon, K. C., & Laudon, J. P. (2020). Management information systems: Managing the digital firm (16th ed.). Pearson.
Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131
Riccomini, F. E., Cirani, C. B. S., Pedro, S. de C., Garzaro, D. M., & Kevin, K. S. (2024). Innovation in educational marketing: A study applied to Brazilian private higher education institutions. Journal of Marketing for Higher Education, 34(1), 95–115. https://doi.org/10.1080/08841241.2021.1966157
Stair, R., & Reynolds, G. (2021). Principles of information systems. Cengage Learning.
TheMBAins. (2026, March 4). 5 core concepts of marketing: Complete guide. https://thembains.com/core-concepts-of-marketing/
Wazis, R. H., Aji, S., & Usmana, I. (2016). The impact of ICT on marketing of communication services: A case study of MTN Maiduguri. International Journal of Management and Economics Invention, 2(9). https://www.rajournals.in/index.php/ijmei/article/view/255
Zaini, M. (2024). The role of marketing mix, market share and e-commerce on business management. Dinasti International Journal of Management Science, 6(2), 232–243. https://doi.org/10.38035/dijms.v6i2.3567
Published
2026-06-10
How to Cite
BELHADEF, A., & Adedeji , G. (2026). The impact of information and communication technology on the marketing mix. Journal of Science and Knowledge Horizons, 6(2), 45-68. https://doi.org/10.34118/jskp.v6i2.4619
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
