oa Journal of Marketing - Embracing the need for real-time, adaptive marketing : CMO
Marketers today seek continuous decision support in every facet of the go-to-market process. Product life cycles are shorter and more tenuous. Consumer audiences are more connected, opinionated and virally influential. Supply chains and customer markets more complex and distributed globally. And demand side marketing and sell-through requirements are now more resource intensive and channel-driven, requiring greater integration and alignment with the field.
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