IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Marketing Strategy: The Role of Information Technology-Enabled Capabilities….

Marketing Strategy: The Role of Information Technology-Enabled Capabilities….
View Sample PDF
Author(s): Sreedhar Madhavaram (Cleveland State University, USA) and Radha Appan (Cleveland State University, USA)
Copyright: 2006
Pages: 18
Source title: IT-Enabled Strategic Management: Increasing Returns for the Organization
Source Author(s)/Editor(s): Bruce Walters (Louisiana Tech University, USA) and Zaiyong Tang (Louisiana Tech University, USA)
DOI: 10.4018/978-1-59140-908-3.ch008

Purchase

View Marketing Strategy: The Role of Information Technology-Enabled Capabilities…. on the publisher's website for pricing and purchasing information.

Abstract

Because of (1) the boundary-spanning nature of the marketing function, and (2) marketing’s evolution toward a dynamic, evolutionary process, and service-centered view, marketing strategy has come to be a core element of the firm’s business strategy. That is, in an information-intensive, competitive marketplace, marketing strategy is responsible for ensuring that all aspects of a firm’s marketing activities are focused on delivering superior value to customer. Further, recognizing information/knowledge and information technology (IT) as potential sources of competitive advantage, this chapter explores various IT-enabled capabilities that influence the firm’s marketing strategy. In doing so, specific IT-enabled capabilities that correspond to Market Orientation Strategy, Relationship Marketing Strategy, Market Segmentation Strategy, and Brand Equity Strategy are presented and discussed. Finally, this chapter concludes with a call for strategically oriented research for exploring, conceptualizing, developing, and measuring IT-enabled capabilities that influence marketing strategy.

Related Content

Michael A. Erskine, Will Pepper. © 2019. 25 pages.
Camilla Metelmann, Bibiana Metelmann. © 2019. 25 pages.
Lars Haahr. © 2019. 21 pages.
Hans J. Scholl. © 2019. 35 pages.
Mohamed Mahmood. © 2019. 16 pages.
Amizan Omar, Craig Johnson, Vishanth Weerakkody. © 2019. 22 pages.
Bruna Diirr, Renata Araujo, Claudia Cappelli. © 2019. 31 pages.
Body Bottom