The potential of technology-driven marketing innovations requires both disciplines to grow together: New book provides a better understanding between marketing and IT. Around 100 topics are explained from both perspectives.



"Marketing is in the midst of rapid, drastic change. A change that is characterized by two central and groundbreaking developments: digitalization and automation. In recent years, marketing has become an increasingly IT-driven discipline. Today, digital systems create the long-demanded transparency with regard to the results achieved and allow the target group to be addressed individually at almost any level of granularity. Such systems allow a degree of automation without which, for example, cross-media, omni-channel and real-time marketing would be inconceivable," says Matthias Ehrlich, President of the German Association of the Digital Economy (BVDW), in his foreword to the new book "Marketing - IT / IT - Marketing - Eine Verständigungshilfe". Brave new digital advertising world then? Or why are many companies only making slow progress in marketing?



In recent years, marketing has increasingly developed into a discipline based on information technology. From websites, social media and permission marketing to marketing automation and big data - all current marketing topics are also IT topics, and many current IT topics open up new opportunities for marketing.



Despite the technical proximity of both disciplines and the many points of contact, there is often a lack of understanding for the language of the other. This is also relevant from a business perspective, as leading analysts estimate that many marketing departments will soon be spending higher IT budgets than the IT departments themselves.



"This book provides a compact comparison of both perspectives on the most important topics at the interface between marketing and IT. It is primarily aimed at marketing managers who want to better understand and classify the multitude of new terms, technologies and methods," says Christian Schmitt, Project Manager at marconomy, explaining the aim of the new book: "And on the other hand, it makes it easier for IT managers to adopt the marketing perspective when evaluating new applications and systems," Schmitt continues.



The book marks the start of further publications by marconomy on selected topics for marketing and communication in business.



Information on the book can be found at www.marconomy.de/marketing-it



Review copies can be ordered from claudia.kueffner@vogel.de



Thomas Lehning, René Steiner, Mirko Holzer, Andreas Dürr



Marketing - IT / IT - Marketing

An aid to understanding

Published in December 2014

1st edition 2015

224 pages

Vogel Business Media GmbH & Co. KG

Price 29,80 €

ISBN 978-3-8343-3353-7



"marconomy", is the platform for marketing and communication in business. marconomy stands for inspiring examples from all communication disciplines. marconomy provides the necessary know-how to help you master your professional tasks and explains the specialist applications of modern IT tools and systems. marconomy provides an overview of and insight into the major trend topics in brand, product and sales communication in business-to-business. Inspiration for marketing and communication in business -

> www.marconomy.de



Vogel Business Media is Germany's largest trade media company with 100+ trade journals, 100+ web portals, 100+ business events as well as numerous mobile offerings and international activities. Its headquarters are in Würzburg. The company celebrates its 125th birthday in 2016.