TITLE

Marketing automation meets the capital budgeting wall

AUTHOR(S)
Swartz, Gordon S.; Moriarty, Rowland T.
PUB. DATE
December 1992
SOURCE
Marketing Management;1992, Vol. 1 Issue 3, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Marketing automation systems hold tremendous potential for improving corporate performance by increasing marketing and sales productivity. But inappropriate or inadequate budgeting practices often stall their adoption, in part because marketing executives are poorly versed in capital budgeting. To streamline the approval of marketing automation investments, marketers must understand traditional capital budgeting practices, building on them to emphasize the strategic benefits of new systems and the full range of financial gains marketing automation can bring to the entire corporation.
ACCESSION #
9602150695

 

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