Integrating technology and marketing: implications for improving customer responsiveness
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.
Sashittal, Hemant C. and Wilemon, David (1994). "Integrating technology and marketing: implications for improving customer responsiveness." International Journal of Technology Management 9.5-7, 691-708.
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