TECHNOLOGICAL TEAMING AS A MARKETING STRATEGY

Authors
GOOD DJ SCHULTZ RJ
Citation
Dj. Good et Rj. Schultz, TECHNOLOGICAL TEAMING AS A MARKETING STRATEGY, Industrial marketing management, 26(5), 1997, pp. 413-422
Citations number
64
Categorie Soggetti
Management,Business
Journal title
Industrial marketing management → ACNP
ISSN journal
00198501
Volume
26
Issue
5
Year of publication
1997
Pages
413 - 422
Database
ISI
SICI code
0019-8501(1997)26:5<413:TTAAMS>2.0.ZU;2-U
Abstract
The rise of information technology offers industrial marketers conside rable potential for cultivating strategic advantages. This article inv estigates the concept of ''technological teaming,'' where information technology is coupled with an emerging marketplace strategy, marketing teams. The managerial implications for industrial marketers adopting this approach are also presented. (C) 1997 Elsevier Science Inc.