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.
Original language | English |
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Title of host publication | IT-Enabled Strategic Management |
Subtitle of host publication | Increasing Returns for the Organization |
Publisher | IGI-Global |
Pages | 142-158 |
Number of pages | 17 |
ISBN (Print) | 9781591409083 |
DOIs | |
State | Published - 2006 |