Impact Of Marketing On Marketing Management

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Table of Contents
INTRODUCTION 5
HISTORY OF MARKETING 5
EVOLUTION OF MARKETING 5
LATEST TRENDS IN MARKETING 6
ROLE OF DATA IN MARKETING 7
DIGITAL MARKETING 8
INTRODUCTION 8
KEY COMPONENTS OF DIGITAL MARKETING 8
MAKING SENSE OF BIG DATA 12
DATA DRIVEN MARKETING 14
CASE STUDY 1: OPSVIEW INCREASES ITS REVENUE BY 178% 15
CASE STUDY 2: BREAKINGPOINT USES SOCIAL MEDIA TO GENERATE LEADS 16
CASE STUDY 3: TURKISH AIRLINES REACHES 100 M POTENTIAL CUSTOMERS WITH SELFIES 18
IT IS MARKETING! 18
DOUBLE CLICK – A REVOLUTION! 19
ADWORDS - GOOGLE 19
MARKETING CLOUD – ADOBE 20
CHANGING ROLE OF CIO 23
NOT JUST A MANAGER OF IT 23
A CATALYST 24
A STRATEGIST 24
MAJOR CHALLENGES 24
NEGATIVE ASPECTS 25
LIMITATIONS 26
RECOMMENDATION 27
Glossary 29
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An attempt has been made in this report to study and analyze how the CIO and his team can help the company to gain insight into the customer’s mind and make use of the available data to promote a product or services. In the technically advanced world which methods a CIO can embark to reduce the cost of promoting the product and increasing the revenue through increased sales.

INTRODUCTION
HISTORY OF MARKETING
The term marketing appears to be very new and many people would suggest the advent of marketing to the decade of 1960’s. However, the fact is that the history of marketing goes way back to 18th century, canopying from the first magazine printed in 1741, to the first billboard in the late 1800’s to the latest broadcasting advertisements on radio and television. However, the traders in early 18th century did not actually knew what they did was in fact the most primordial way of marketing. (Davis, 2013)
Basically, the whole idea of marketing is to create an awareness. It is all about transfer of information from one person to another. It is perfect example of information flow model. Individual sellers and companies had understood the importance of this in the very early period. They knew well if consumer doesn’t know about your product they are not going to buy it. The way the companies did their business and
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