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- W2774502711 abstract "Marketing’s role within the firm has diminished in recent years, leading to marketing being absent from many C-suites and left out of the decision-making process. The average life span for CMOs is likewise in decline. This diminished status within the firm can be explained, at least in part, by the inability of marketing to (1) quantify many of its internal processes and outcomes of interest and (2) develop and convey insights from this data that can improve managerial decision making. These deficits leave marketing managers at a disadvantage compared to other departments within the firm when it comes to justifying expenditures and proposing strategic initiatives." @default.
- W2774502711 created "2017-12-22" @default.
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- W2774502711 date "2017-12-06" @default.
- W2774502711 modified "2023-09-24" @default.
- W2774502711 title "Storytelling as a Tool to Increase the Influence of Marketing Within the Firm: An Abstract" @default.
- W2774502711 doi "https://doi.org/10.1007/978-3-319-66023-3_135" @default.
- W2774502711 hasPublicationYear "2017" @default.
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