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 ...