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{"ct":"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","iv":"9702fb7c174d1f1e775d954b57ddf3ef","s":"aaf5d8cac6b67f7a"}