Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers

Peg Miller

Journal of Brand Strategy, 2018, vol. 6, issue 4, 356-361

Abstract: This paper teaches marketing leaders how to avoid common marketing technology implementation pitfalls and challenges. These best practices will help marketers not only to survive but to thrive; not only to keep their jobs, but potentially to set themselves up for the next promotion. The paper includes a marketing technology vendor evaluation list of essential criteria to ensure proper evaluation during the request for information (RFI) or request for proposal (RFP) process.

Keywords: marketing technology; marketing technology implementation; marketing technology vendor evaluation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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