Applying Pace Layers to Marketing Processes and Applications

Archived Published: 14 July 2011 ID: G00213629


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A number of marketing applications support integrated marketing. By applying a Pace-Layered Application Strategy to marketing technology investments, companies can demystify the selection, implementation and re-evaluation of marketing applications.

Table of Contents

  • Analysis
    • IMM, the Marketing Ecosystem and Marketing Processes
      • The Marketing Ecosystem
      • Closing the Loop: Three Main Types of Marketing Processes
      • IMM Platform
    • What Is Pace Layering?
      • Applying Pace Laying to Marketing
    • Applying Connective Tissue to IMM
      • Enterprise Information Management (EIM) and Analytics
      • Business Process Management
      • Application Architecture and Process Integration
    • Applying Pace Layers to Marketing Applications: B2C
    • Applying Pace Layers to Marketing Applications: B2B
    • Applying Pace Layers to Marketing Applications: B2B2C and B2B2B
    • Determining Pace Layers for Marketing Applications
      • Systems of Innovation
      • Systems of Differentiation
      • Systems of Record
    • Recommendations for Integrated Marketing Pace Layers
      • Systems of Innovation
      • Systems of Differentiation
      • Systems of Record
    • Sorting Components: IMM
  • Recommended Reading
© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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