Marketing's role is in trouble at organizations if it does not grow its scope and accountability. Image credit: Forrester Research Forrester Research: 2020 marketing trends
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing,News,Research | No Comments
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":"f286cc73518d65d4e3490c635148611c","s":"ab166c5e0eb113f8"}