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Moving Toward a Digital, Customer-Centric Marketing Strategy

Tearing Along ‘The Line’ – or Tearing It Up?

About this paper

Most businesses and professions have their own descriptive jargon that has fallen into everyday use even though the meaning may have changed substantially from what was originally intended, and marketing is no different. The terms "above the line" (usually intended to describe mass marketing and advertising) and "below the line" (used to define data-driven, direct marketing) are still frequently used, even though they no longer adequately cover the breadth of modern marketing practices.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 70,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW® .

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