Marketing Transformation: Increase Profitability by Making Every Interaction Intelligent

Jon Miller and Jackie Horowtiz

The marketing world has witnessed many changes in the last few years, including increasing consumer scepticism, the advent of new communications technology and a changing legal climate.

Marketing Transformation

Jon Miller and Jackie HorowitzE.piphany's

Marketing is undergoing a fundamental transformation. This revolution is driven by a number of factors: increased consumer resistance to traditional marketing methods, the proliferation of communication channels, and ever-changing legal constraints. In response, leading consumer-oriented companies are dramatically adjusting their marketing mix to take better advantage of less traditional – but ultimately more effective – consumer interaction channels. They are also evolving the role the department plays in the enterprise, recognizing that marketing can help make every interaction more intelligent. As a result, these companies will be able to deliver...

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