Embracing the need for real-time, adaptive marketing : CMO

Marketers today seek continuous decision support in every facet of the go-to-market process. Product life cycles are shorter and more tenuous. Consumer audiences are more connected, opinionated and virally influential. Supply chains and customer markets more complex and distributed globally. And demand side marketing and sell-through requirements are now more resource intensive and channel-driven, requiring greater integration and alignment with the field.

• 저널Journal of Marketing · 2011(—) · 33–
• 토픽Big Data and Business Intelligence · Management Information Systems
• 저자Donovan Neale-May