The Analytical Marketer

The Analytical Marketer

How to lead the change

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… (more)

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Book Details  


Publisher: Harvard Business Review Press (September 13, 2016)

Page count: 208 pages

Language: English


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