Author: Scott Brinkner
Abstract: This 40-page book "frames the epic collaboration underway between marketers and technologists, set against the backdrop of two seismic shifts in marketing today:
First, how marketing is taking over the business. We can debate functions and org charts. But in a hyper-connected digital world, everything that a business does — the entire customer experience that it delivers, from the very first touchpoint onward — is now the scope of marketing.
Second, how technology is taking over marketing. Marketing has more software entwined in its mission today than any other profession in the history of computing. Leveraging these capabilities requires new approaches to marketing strategy and management — as well as new kinds of talents within the marketing team, such as marketing technologists." [Read More]