The extreme alliance between marketing and technology in one business is not just an isolated peculiarity specific to Amazon - it reflects a paradigm shift in what it means to be a retailer, where the marrying of marketing and technology is necessary to meet the growing needs and demands of the consumer.
Multichannel retailers create ‘wow’ moments to engage with and sell to consumers. As previous certainties are shaken by cyclical and epochal change, the search for ‘how’ to deliver on the promises is top of mind. Whatever our position in the shifting landscape, we share one imperative: to act wisely at pace. We consider our options to decrease the latency between idea and gaining advantage.
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