Marketing as a strategic business partner: mixing theory, research and #data
Jen Stirrup
APRIL 2, 2019
After all, the Internet can break a business very quickly! So, organizations need a cohesive strategy which aligns all methods of communication to ensure consistency (Porter, 2001). Data can help us to understand the research to explore and elicit reasons for avoidance of brands (Lee et al., 2001, Strategy and the Internet.
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