Chapter 6. Integration of Technology and Marketing

• How do you make IT the enabler for marketing to achieve top-line growth?

• Why are end-to-end processes superior to point solutions?

• How do you get a 360-degree view of your customer through the convergence of marketing and technology for holistic customer relationship management?

• How is IT integral to building brand equity to increase customer lifetime value?

Technology is transforming marketing. Historically, marketing has been a technology backwater compared with the supply side of the enterprise. Now it is emerging as the place where IT investment can generate big returns by powering brand-building techniques to drive top-line growth in new ways.

However, implementing this vision is ...

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