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

Author

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  • Miller, Peg

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.

Suggested Citation

  • Miller, Peg, 2018. "Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(4), pages 356-361, March.
    • Handle: RePEc:aza:jbs000:y:2018:v:6:i:4:p:356-361
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    More about this item

    Keywords

    marketing technology; marketing technology implementation; marketing technology vendor evaluation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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