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Technology for marketing: new solutions that deliver top and bottom line benefits

Technology for marketing: new solutions that deliver top and bottom line benefits In most organizations, the marketing department is one of the last areas to embrace enterprise technology. Tools and desktop applications have dominated the environment, but with the adoption of customer relationship management (CRM) systems and e‐mail marketing solutions, marketers are starting to see the benefits that large‐scale automation can bring, including increased efficiencies, more accurate reporting capabilities, and reduced costs. However, this is just the beginning. There are a few key marketing technologies that not only improve bottom line results, but also impact on the top line. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Handbook of Business Strategy Emerald Publishing

Technology for marketing: new solutions that deliver top and bottom line benefits

Handbook of Business Strategy , Volume 5 (1): 6 – Dec 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1077-5730
DOI
10.1108/10775730410494099
Publisher site
See Article on Publisher Site

Abstract

In most organizations, the marketing department is one of the last areas to embrace enterprise technology. Tools and desktop applications have dominated the environment, but with the adoption of customer relationship management (CRM) systems and e‐mail marketing solutions, marketers are starting to see the benefits that large‐scale automation can bring, including increased efficiencies, more accurate reporting capabilities, and reduced costs. However, this is just the beginning. There are a few key marketing technologies that not only improve bottom line results, but also impact on the top line.

Journal

Handbook of Business StrategyEmerald Publishing

Published: Dec 1, 2004

Keywords: Marketing technology; Brand management; Profit; Assets management

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