| INFORMATION |
| Published : |
Dec 19, 2008 |
| Length : |
4 |
| Type : |
White Paper |
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| Overview : |
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While marketers usually look first to customer facing applications when making technology acquisitions, taking into account the entire marketing value chain--from strategic brief to a personalized communication--is the best way to look at achieving marketing ROI. Too often, investments in customer facing technology fail to account for operational burdens created upstream in the marketing process. |
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