Chief marketing officers and chief information officers have traditionally played fairly  distinct roles at retailers, but that distinction is beginning to blur with the explosion of digital technologies. For one thing, CMOs are gaining greater influence over IT investments. Gartner, the research firm in Stamford, Conn., went so far as to say last year that “by 2017, the CMO will spend more on IT than the CIO.” There is also the growing recognition that CMOs and CIOs, ...

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