Technology has ushered in a new marketing era. Thanks to tools like affordable data storage, real-time capture devices, satellite communications, and multidimensional databases, traditional mass marketing is giving way to newer strategies that market products or services to specific groups of customers. Using the information from these IT tools to make decisions and formulate action plans turns the data into business intelligence. Now management accountants can play an expanded role in their companies by mining business intelligence in order to plan and control the marketing function.
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