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How to Invent a Marketing Function
Studying organizations over the years, I have found that new marketing leaders often join companies that have only the beginnings of a marketing function. Facing such a situation, how do you invent a...
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Why Have a Marketing Function if Your Company is Market-Oriented?
As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the...
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