In my opinion, marketing is the result of everything a company says and does.
Consumers and buyers have an increasing role in the marketing mix.
It's now all about how we provide consumers with a consistent, personalized experience across the many available channels of communication.
For companies to keep customers, they have to be able to interact with them on all the channels customers use.
Nothing about marketing is simple anymore.
In CRM it's the customer that is getting into the driving seat.