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":"25c7da92194a63c59acb05e0d2e23523","s":"799952659f0703ce"}