Technological Transformations in Integrated Marketing: Strategies, Challenges, and Future Trends

  • A Meera Assistant Professor, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai
Keywords: Technology, Marketing, Data-Centric


Owing to the convergence of technology and marketing, firms are transitioning from rigid, generic strategies to more data-centric, customised approaches. This change is happening due to the merging of these two areas. The objective of this study is to provide a comprehensive understanding of how companies manage the complex interplay between marketing and technology by examining the technical foundations of integrated marketing. This research study presents an analysis of the intricate relationship between technology and integrated marketing. The study encompasses a comprehensive examination of methodologies, challenges, and prospective future developments.

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