Marketing and ICT integration as product innovation key factors

Abstract

The purpose of this paper is to explore the role that information technologies (ITs) play in product innovation processes, both as an element that strengthens marketing processes making possible consumer integration within the innovation framework, as well as the development of the organisational learning process. There are two main uses of ITs in marketing processes. First, they increase the likelihood and efficiency of communication and cooperative relationships between different agents, both inside and outside the organisation. Second, they manage market data correctly, prioritising its acquisition, storage and dissemination throughout the company, thereby developing market intelligence that can be used in the decision-making process. Copyright © 2010 Inderscience Enterprises Ltd.