The market share battlefield and its weaponry changed considerably as our economy transitioned from the Industrial Age to the Information Age. In particular, the growing sophistication of marketers (and IT needed to support them) has been nothing short of breathtaking. The movement from the Industrial Age to the Information Age increased customer power, expanded offerings and growing competitive intensity. (See Sidebar.) As a result, both of marketing’s roles have become more important. Marketing’s tactical role is demand management, or deciding on the right channels and teeing up the awareness, considerations and positive attitudes that lead target customers to select their company’s offerings. The strategic role is to make sure the company has the right offering at the right price and margin. In the information age, marketing is transitioning from an art to a data-based science highly reliant on the strength of the IT…