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Keywords: Marketing departments
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Journal Articles
Journal:
Strategy & Leadership
Strategy & Leadership (2004) 32 (5): 4–9.
Published: 01 October 2004
...Philip Kotler Advice to senior management on how to ready the marketing department to be a key driver of business strategy and growth. The author is the best‐known marketing expert in the US. He knows the field intimately. His hypothesis: there are three often‐overlooked key problems. The marketing...
