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Management article
Reference no. SMR60431
Published by:
MIT Sloan School of Management (2019)
Revision date:
in "MIT Sloan Management Review"
12 pages


Mastering technology is not the only criteria for success in the modern marketing era - the right people and processes must also be put in place to properly develop, manage and nurture the benefits of emerging tools. To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.



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