The Analytical Marketer: How to Transform Your Marketing Organization
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109
978-1625278456
Harvard Business Review Press
2016
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loginAnalytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer.
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