Integrating technology and marketing: implications for improving customer responsiveness Online publication date: Sat, 23-May-2009
by Hemant C. Sashittal, David WiIemon
International Journal of Technology Management (IJTM), Vol. 9, No. 5/6/7, 1994
Abstract: From a study of 40 managers of the marketing process in technology-based firms, several issues relevant to marketing and technology integration and its impact on customer responsiveness are examined. Managerial descriptions of their actual experiences in meeting customer needs provide insights into organizing to achieve interfunctional integration and customer responsiveness.
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