DAM integration as a critical undertaking for enterprise CIOs and CMOs

Philippe Coulon and Pieter Casneuf

Journal of Digital Media Management, 2012, vol. 1, issue 2, 135-144

Abstract: Aimed at the enterprise-level chief information officer (CIO) or chief marketing officer (CMO), this paper explains the important challenges that they face due to technology’s impact on marketing over the last decade and the move from siloed systems to integration of marketing technology within the global enterprise. The paper suggests it is critical that CIOs/CMOs start working closely with their counterparts to integrate digital asset management in the enterprise.

Keywords: business development strategy; marketing execution; marketing automation; business process management software; marketing strategy tool; marketing software solution; marketing campaign software (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1217/download/ (application/pdf)
https://hstalks.com/article/1217/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdmm00:y:2012:v:1:i:2:p:135-144

Access Statistics for this article

More articles in Journal of Digital Media Management from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().