Organizing for Customer-Centric Marketing

Marketing communications is shifting away from mass media toward an approach informed by deep audience knowledge. This places database marketing groups — and the customer insight they have amassed — into the organizational spotlight. But many of these groups play a service-focused role that hampers customer -centric communication. To help firms map out a vision, road map, and skills portfolio for customer-centric direct-to-consumer marketing, Forrester … [ Read more ]