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DAM integration as a critical undertaking for enterprise CIOs and CMOs

Author

Listed:
  • Coulon, Philippe
  • Casneuf, Pieter

Abstract

Aimed at the enterprise-level chief information officer (CIO) or chief marketing officer (CMO), this paper explains the important challenges that they face due to technology’s impact on marketing over the last decade and the move from siloed systems to integration of marketing technology within the global enterprise. The paper suggests it is critical that CIOs/CMOs start working closely with their counterparts to integrate digital asset management in the enterprise.

Suggested Citation

  • Coulon, Philippe & Casneuf, Pieter, 2012. "DAM integration as a critical undertaking for enterprise CIOs and CMOs," Journal of Digital Media Management, Henry Stewart Publications, vol. 1(2), pages 135-144, July.
    • Handle: RePEc:aza:jdmm00:y:2012:v:1:i:2:p:135-144
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    More about this item

    Keywords

    business development strategy; marketing execution; marketing automation; business process management software; marketing strategy tool; marketing software solution; marketing campaign software;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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