COMPLEMENTARITY OF INFORMATION TECHNOLOGY AND MARKETING CAPABILITIES

Raul Alexandru Hutu
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Raul Alexandru Hutu: WEST UNIVERSITY OF TIMISOARA, FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, TIMISOARA, ROMANIA

Annals - Economy Series, 2015, vol. 2, 150-155

Abstract: This paper study the relation between information technology and marketing capabilities. The interface between marketing and information technology forms the subject of numerous empirical and conceptual research. The expanding adoption of information technology in marketing implies the knowledge about the e-marketing capabilities development factors and the potential of these capabilities to generate competitive advantage and to improve firm’s performance. The results of recent studies highlight that organizations witch integrate information technology in marketing processes can improve results in customer acquisition and retention processes, also provides other benefits like share growth and cost reduction and it also improve the firms marketing functions. The aim of this exploratory research is to identify the antecedents of e-marketing and technological capabilities of the firm. Understanding this link is arguably one of the key challenges facing organizations in today’s highly dynamic environment.. It is also critical for marketing managers not only for determining strategic investments of resources but also for demonstrating marketing return on activities. E-marketing not only has a tremendous potential for growth but also poses unique challenges for all organisations, incumbents or new entrants.

Keywords: marketing capabilities; e-marketing capabilities; information technology; e-marketing orientation (search for similar items in EconPapers)
Date: 2015
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