Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Marketing and Technology an Emerging Field of Excellence

Author(s): Sashikala Parimi

Marketing has become a technology-powered discipline, and it’s leading to the rise of new kinds of marketing professionals. Marketing Technology refers to software used by marketers to perform marketing activities. Marketing and Technology (MarTech) applications help marketers plan and execute marketing campaigns, collect and analyse the results of those campaigns, measure & track marketing performance, and apply the insights to future campaigns.

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