Database Marketing Magazine
September 26, 2006
by Gary Palmer
While marketers seem happy to work with a vast range of different applications to support various elements of the marketing mix, the marketing function is one of the last to embrace integrated or process-based packages. Marketing automation has never caught the corporated imagination in the way that CRM did. This is set to change. With even more sophisticated and wary customers, and the diminishing returns realized by many traditional marketing camapigns, new technologies and new approaches make marketing automation a much more appealing proposition.
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