Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability

Interaction of Technological Marketing and Porter’s Five Competitive Forces on SME Competitiveness in South Africa

“…Emanating from technological evolvement and extreme competition, business practices and strategies are changing so as to adopt superior standards across all business activities. Although previous studies (Adeyemi, 2009;Trainor et al, 2011) were conducted on the impact of technology on the competitive marketing of firms, less focus was placed on how technology modifies Porter's original model. The redefinition of the model, so far, manifest in the addition of a sixth force known as the complementary relationships (Ghazanfar et al, 2000, Grant, 2002& Adeyemi, 2009.…”

“…Notably, the majority of the researchers erroneously use the term technological marketing. Technological marketing, Internet marketing, Ecommerce and E-business have been used interchangeably based on the assumption that they are synonymous (Trainor et al, 2011;Strauss & Frost, 2001). Per se, Technological marketing has a broader scope than Internet marketing.…”

Innovation and Digital Marketing Adoption in Mexican Small Business

“…Likewise, Trivedi (2013) reiterates the fact that the organizations evolve in the knowledge process of consumers through innovating practices, mostly in marketing, emphasizing the use of Internet (digital marketing), which will produce more adequate strategies to the current market. Trainor, Rapp, Beitelspacher, & Schillewaert (2011) establish that the incorporation of innovation through new technologies is a key component in order to create digital marketing inside enterprises that would provide a better interaction with clients and give a better and higher access to information (El-Gohoray, 2010), at the same time that the enterprise would show an image of quality (Hamidi & Safabakhsh, 2011), by taking advantage of the new technologies.…”

Export market effectiveness: the role of export commitment, innovativeness and marketing capabilities

“…Other factors may be considered as antecedents of marketing capabilities, innovativeness, export commitment or export market effectiveness itself, such as market orientation (e.g., Murray et al, 2011;Navarro, Acedo, Robson, Ruzo, & Losada, 2010;Trainor, Rapp, Beitelspacher, & Schillewaert, 2011), learning orientation (e.g., O'Cass & Weerawardena, 2010, and entrepreneurial intensity (e.g., Weerawardena & O'Cass, 2004).…”

“…Other types of marketing capabilities and their effects on export market effectiveness may be considered for future research, like channel management and post-sale service (e.g., Morgan et al, 2012), customer relationship management (e.g., Morgan, Slotegraaf, & Vorhies, 2009), and brand management (e.g., Trainor et al, 2011).…”