Co-authors Tom Chavez, Chris O’Hara, and Vivek Vaidya bring extensive, hands-on knowledge to their comprehensive treatise on how technology can support marketing in the digital era. Their accessible prose lays out what marketing was, what it is becoming and how to harness what it can be. The authors share decades of experience working to create and integrate the technologies and processes they describe.

In this summary, you will learn:

• Three Core Principles for Building a Winning Data Strategy
• The Five Sources of Data-Driven Power
• Three Stages of Maturity
• The Three-Layer Model

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