Title: Marketing and ICT integration as product innovation key factors

Authors: Enric Serradell-Lopez, Ana Isabel Jimenez-Zarco, Maria Pilar Martinez-Ruiz

Addresses: Department of Business Sciences, Open University of Catalonia, Av.Tibidabo, 43 08035 Barcelona, Spain. ' Department of Business Sciences, Open University of Catalonia, Av.Tibidabo, 43 08035 Barcelona, Spain. ' Marketing and Market Research Department, Universidad de Castilla-La Mancha, Av. Los Alfares, 44 16071 Cuenca, Spain

Abstract: The purpose of this paper is to explore the role that information technologies (ITs) play in product innovation processes, both as an element that strengthens marketing processes making possible consumer integration within the innovation framework, as well as the development of the organisational learning process. There are two main uses of ITs in marketing processes. First, they increase the likelihood and efficiency of communication and cooperative relationships between different agents, both inside and outside the organisation. Second, they manage market data correctly, prioritising its acquisition, storage and dissemination throughout the company, thereby developing market intelligence that can be used in the decision-making process.

Keywords: product innovation; consumer integration; cooperative relationships; ICT integration; marketing; information technology; communications technology; organisational learning; communication; cooperation; market intelligence; decision making.

DOI: 10.1504/IJTEL.2010.033576

International Journal of Technology Enhanced Learning, 2010 Vol.2 No.3, pp.183 - 200

Published online: 06 Jun 2010 *

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