Online customers, digital marketing: The CMO-CIO connection

Autor:	Hong Tuan Kiet Vo, Florian Gröne, Michael Peterson, Volkmar Koch
Rok vydání:	2010
Předmět:	Marketing Return on marketing investment Digital marketing business.industry Marketing mix Marketing strategy Online advertising Marketing management Management of Technology and Innovation Business Business and International Management Marketing research Relationship marketing
Zdroj:	Journal of Direct, Data and Digital Marketing Practice. 11:219-221
ISSN:	1746-0174 1746-0166
Popis:	Media consumers are rushing online in record numbers, and corporate marketers must go there too. Done right, online marketing holds the promise of higher profits and greater accountability, but it requires a sophisticated, strongly aligned blend of marketing savvy and technological expertise. CIOs and CMOs must work together to develop a marketing technology architecture that combines the ability to analyse consumer behaviour, help make marketing decisions, and automate customer interaction, content management and publishing processes. While some of this technology is already available, the solution market is in flux, and far-sighted caution is a must.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::bd5d45d17697714ed9cdf94214c6c1c1 https://doi.org/10.1057/dddmp.2009.33 Zobrazit plný text záznamu Full text from SpringerLink