MANAGING in the

NEW WORLD

Marketing as an art has evolved over the past hundred odd years. The 1920s was the first time the idea of accountable marketing was put in place where budgets had to co-relate to sales. There was not much data however, then to back up ideas and evaluate business results. The 1970s can be termed as the pre-teen years of the marketing world as lots of business innovations and experiments were then taking place. In the absence of present day online tools, business intelligence was tracked using customer information on magazines where ‘bingo cards’ were used. The 1980s were the ‘teenage years’ where technology entered marketing in the form of barcode readers. Marketers were now accurately able to track customer preferences. Now the concept has evolved to Pipeline Marketing which evaluates the entire marketing chain and measures effectiveness individually at each stage. Dashboards are now much more reliable than ever.

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