We all understand the role of Technology in Marketing for FMCG/Marketing is relatively lower than industries that deal with end-consumers/customers directly such as retail banking or telecommunication. Though a few Retail/FMCG organizations like L.L.Bean et al has CRM strategies in place, it is important to note they have direct-sales channels to interact with customers.
Having said that, it is important to note that it is incorrect to embrace the old philosophy of marketing automation in FMCG/Manufacturing industry is not viable. You might say “So How?”.. Please read up.
Though it is not possible …

The World is Flat is one of the best books I have read in the recent past. Amidst of various case studies, one can find the interesting WalMart story.
Tom Friedman, in his interviews with a few folks at WalMart managed to find the way how WalMart started way back in time. Being a small retailer originating from Bentonville(Arkansas), WalMart had to face many hurdles in inventory, logistics etc – No one was ready to supply to WalMart owing to the size of business and geographical location.
The article talks about how …