Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
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easy time. Most of pure-play providers have been either acquired or gone bust during the past few years including Xchange, Prime Response , BroadBase , Protagona , and MarketFirst , and those that remain independent (such as Aprimo , SAS , NCR Teradata , Blue Martini Software , DoubleClick, and Unica) are apparently creating broader marketing suites to cover all the above-mentioned bases. One reason for this is the ability of large packaged ERP or CRM suite providers to slow or even stall enterprise