Executive Summary (This is a document excerpt)

Marketers find that current campaign management tools — while good for defining communications in traditional channels like direct mail and email — struggle to keep up with numerous digital, inbound, and emerging channels. The economic slowdown forces marketers to transition from acquisition-centric programs to managing customer retention. Marketers should look for campaign management tools that integrate channels, support customer dialogues, use social insights, and deliver functionality at the marketer's desktop.

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