Today, key trends make marketing integration a financial requirement, and the availability of technology, data, and analytic know-how has finally made establishing a customer-centric organization realistic and practical. For the first time, companies are creating competitive advantage by managing their customers for profit.
Twenty years ago, Philip Kotler defined marketing’s role as setting the strategic direction for the organization and its interaction with customers for the purpose of satisfying needs of a target market at a profit. Importantly, Kotler advised that marketing activities should be manifest in all the activities of an organization to create customer value. He suggested that this customer-focused, integrated approach to marketing would bring the strongest short- and long-term results.
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