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

Kevin J Trainor, Adam Rapp, Lauren Skinner Beitelspacher, Niels Schillewaert

Research output: Contribution to journalArticle

76 Scopus citations


This research examines the performance implications of integrating information technology with marketing capabilities and other firm-level resources. Specifically, this study introduces and empirically tests a model that conceptualizes e-Marketing as the integration of complementary technology, business and human resources that, when combined, positively influence firm performance. The results from a survey of 522 Belgian firms highlight the importance of how market and technology orientation leads to e-Marketing capability and that this capability is shown to positively influence firm performance by improving customer retention and satisfaction. The results suggest that researchers and practitioners should pay special attention to the complementary resources that are needed to successfully implement IT-enabled marketing initiatives and that an emphasis on the technology alone may not be sufficient.

Original languageEnglish (US)
Pages (from-to)162-174
Number of pages13
JournalIndustrial Marketing Management
Issue number1
StatePublished - Jan 2011
Externally publishedYes



  • Customer linking
  • E-Marketing
  • Information technology
  • Market orientation
  • Marketing capabilities

ASJC Scopus subject areas

  • Marketing

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