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The Analytical Marketer
book

The Analytical Marketer

by Adele Sweetwood, Thomas H. Davenport
September 2016
Beginner to intermediate content levelBeginner to intermediate
208 pages
3h 50m
English
Harvard Business Review Press
Content preview from The Analytical Marketer

5

Leading the Analytical Organization

From Responsive to Agile

Now that we've examined the big changes to organizational mindset, structure, and talent, let's look more closely at what it means to lead an analytically driven organization. What kinds of leaders does the marketing organization need? What type of leader do you have to be? How does analytics affect your interaction with your company's C-suite? We'll dig into these questions next.

Depending on the industry, marketing leaders may have come from the brand, creative, or more traditional ranks in marketing. While that is still the case for some leadership positions, marketing leaders also emerge from more technical or analytical backgrounds. It's simply not enough to do things the way ...

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Publisher Resources

ISBN: 9781625278463