 Outlook 2030 for Marketing and SalesMarc Helmold
Chapter 24 in Performance Excellence in Marketing, Sales and Pricing, 2022, pp 263-271 from Springer Abstract: Abstract Marketing, whether direct, digital or measured media, is increasingly fuelled by the power of technology, enabling marketers to realize multiple benefits in both marketing effectiveness and efficiency. Many marketers now find themselves working in more restrictive environments, faced with fewer resources and increased accountability. As such, many are focused on optimizing their return on marketing investment (ROMI) to improve marketing effectiveness, thereby increasing revenue, profit and market share, while maintaining overall marketing spend. These effectiveness objectives are typically a combination of short- and long-term goals, including branding, lead generation and customer relationship management (CRM), which are managed throughout the marketing process from development of strategic intent through campaign execution (Biegel, 2009). Changing consumer behaviour makes marketing effectiveness optimization increasingly challenging, as a result of the various and often unpredictable ways in which the consumer digests and reacts to media. This complexity is further compounded by a multiplicity of other factors: Date: 2022 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-10097-0_24 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-10097-0_24 Access Statistics for this chapter More chapters in Management for Professionals from Springer |
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