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.
Smith, C. (2004), "Technology for marketing: new solutions that deliver top and bottom line benefits", Handbook of Business Strategy, Vol. 5 No. 1, pp. 287-292. https://doi.org/10.1108/10775730410494099
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