ADAPTIVE MANAGEMENT STRATEGIES ON ADVANCES OF INFORMATION TECHNOLOGY: A STUDY OF THE IMPORTANCE OF SOCIAL MEDIA MARKETING AND CUSTOMER DATABASE

This study would like to analyze a side of adaptive management strategies to face the rapid development in information technology. For broadly discussing the adaptive strategies, this study used the role of social media marketing and customer database as current platforms to analyse the degree of company adaptability. This study was conducted by qualitative method by mainly reviewing the literatures regarding the ideas of social media, database and adaptive marketing strategy. The results show that the adaptive management system has a purpose as an explicit structure including the identification of alternative management objectives and the procedures for data collection followed by an evaluation and repetition. This strategy is applicable for companies to face the rapid change in the information technology.