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Karen Albritton and Donald Thompson: Connecting Business Strategy and Marketing

Karen Albritton and Donald Thompson: Connecting Business Strategy and Marketing

Marketing moves fast – new channels, approaches and technologies are constantly emerging.

And expectations for marketing and brand are changing.

Leaders today expect answers to questions like “If I spend this money in branding, what will I get for it?”, “We have really big goals. Can I count on marketing to deliver?” or “There are lots of different areas of the business that are competing for investment. What’s the ROI on an investment in marketing?”

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