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BI and Marketing Management

INTRODUCTION

Today’s marketing management is more and more supported by IT. It started with mail-order companies that were the first to use IT to manage customers and their profiles and it has gradually expanded to all sorts of industries. Yet it is only in the last few years that we can speak of successful marketing automation, or customer relationship management (CRM) systems, as IT vendors have come to understand that marketing and sales are about creativity and the freedom to improvise in the field, which needs quite different IT support than a production system.

Yet, the promise of “CRM/BI in a box” is not fulfilled, despite the CRM analytics claims from tool vendors. Why? Because no tool vendor can ...

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