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Disconnected Marketing in a Connected World
Many executives have an uneasiness about marketing they find difficult to articulate. In many companies, marketing is a group of "creative" people who spend lots of money on projects that have no measurable return on investment. They are a necessary evil rather than a source of competitive strength. If you share this sense of disdain, this article may help you articulate what you are feeling and provide some real answers to give you some direction in dealing with it.

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