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 By a Luxury Daily columnist On In Featured,Industry sectors,Marketing,News,Research | No Comments{"ct":"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","iv":"8bbaf39dbfa97b01c102916a4aefcd4b","s":"8b76d309f17b9ea7"}