3/18/2014

Marketers seeking meaningful customer relationships should take a holistic approach that relies less on individual campaigns and more on continuous engagement, says Glen Hartman, Accenture's global management director for digital information. Such an approach requires multiple departments to think differently about how they plan and operate. "Businesses must take a granular view of customers and their data in order to understand how to market to them and serve them effectively," says Hartman.

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