Marketing technology platforms strategy, evaluation, and implementation Greg Kihlstrom

Format:

Book

Author/Creator:

Kihlström, Greg, Author.

Language:

English

Subjects (All):

Marketing--Technological innovations.

Marketing.

Physical Description:

1 online resource

Place of Publication:

Boston, Massachusetts Mercury Learning and Information [2025]

Contents:

Defining marketing technology

A brief history of MarTech

Martech and marketing teams

How other teams in an organization utilize MarTech

Martech and the evolving customer relationship

The business case for MarTech investments

Methods of MarTech implementation

AI and MarTech

Key customer data considerations

CRM, CDP, and DMP

Privacy and consent

Key considerations with creation, workflow, and operations

Content marketing platforms

Digital asset management (dam) systems

Project management platforms

Key considerations for content, campaign, and multichannel delivery

DXPs and CMs

Marketing automation, multichannel personalization, and journey orchestration

Single-channel marketing platforms

Conversational marketing and real-time communication platforms

Multi-function platforms and suites

Key considerations for measurement, reporting, and analysis

Single platform, in-app measurement, and multi-channel measurement

Data visualization and analysis tools

Define your goals

A MarTech stack evaluation framework

Evaluation of individual MarTech platforms

Building a MarTech roadmap

Measuring success

Notes:

Includes bibliographical references and index

Online resource; title from PDF title page (De Gruyter Brill, viewed July 13, 2026)

Other Format:

Print version Kihlström, Greg Marketing technology platforms

ISBN:

9781501522901

1501522906

OCLC:

1559561535

Access Restriction:

Restricted for use by site license