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The Analytical Marketer: How to Transform Your Marketing Organization

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Product Description:

ISBN: 9781625278456
Format: Hardcover
Author: Sweetwood, Adele
Publisher: Harvard Business School Press
Published Date: 04 Oct 2016 


Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it.


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