Title: Integrating technology and marketing: implications for improving customer responsiveness

Authors: Hemant C. Sashittal, David WiIemon

Addresses: Graduate School of Management, St. John Fisher College, 3690 East Avenue, Rochester, New York 14618, USA. ' Innovation Management Program, School of Management, Syracuse University, Syracuse, New York, 13244, USA

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.

Keywords: marketing function; marketing strategy; functional integration; customer responsiveness, technology-based firms; organisational structure; technology management.

DOI: 10.1504/IJTM.1994.025597

International Journal of Technology Management, 1994 Vol.9 No.5/6/7, pp.691 - 708

Published online: 23 May 2009 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article