Research
December 6, 2019
Marketing's role is in trouble at organizations if it does not grow its scope and accountability. Image credit: Forrester Research
{"ct":"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","iv":"a04b676f105ddb9bfecb103337c95329","s":"45c4c9af8bc4687c"}
Share your thoughts. Click here