Hershey CMO: Marketing now part-art, part-science
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"90aa1d6e5cf112af5a69d540a8db89e8","s":"63eb3b9ad5ebca50"}
Peter Horst, chief marketing officer of The Hershey Company, at Cannes Lions 2016