Marketing
October 30, 2019
Forrester predicts major changes in the marketing landscape. Image credit: Forrester Research
By Mickey Alam Khan
Chief marketing officers must establish a span of control before their purpose and the CMO title itself is dissolved.
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","iv":"27dd7d60a49625c84cd43d147980a773","s":"5126c9a10434ea2b"}
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