Paper Topic:

`Improve your marketing to grow your business` book report

In the book `Improve Your Marketing to Grow Your Business ' published by Wharton School Publishing , Hunter Hastings shares his insights on the functioning of globalized economies and the evolution of marketing strategies to fit the electronic age . The author employs real life examples and shares his invaluable marketing experience accumulated under diverse business environments , making the book a rich and interesting torrent of knowledge

Introduction

The author emphasizes the importance of integrating the power of information technology (IT ) with marketing by illustrating how companies the world over have used IT

to optimize supply side functions like manufacturing and logistics . He compares various supply side and demand side functions to better understand the unique factors influencing growth on the demand side . He adds that accumulating customer insights ' would help build a better knowledge base and help companies be more innovative in their approach . He reiterates how technology in the form of enterprise marketing management software could help amass critical data needed to create more targeted marketing programs and effectively reach more potential customers

With technology becoming more affordable and widespread , anyone with limited resources can have quick access to massive amounts of data Hence , for any organization to capitalize on this data and stand out from the crowd , the key factor is to learn to analyze the data and interpret it as useful knowledge at a faster pace compared to the competition (pxxi . It is critical for any organization to use information to its advantage by fusing it as a key...

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