As marketers, we often stand accused -- and should plead nolo contendere -- of concentrating on tactics over strategy. We have our reasons, of course. Our stakeholders surprise us with last-minute needs. Our compensation depends on short-term metrics rather than long-term goals. Most of all, we fall into a comfortable pattern of brief, execute, and measure without taking the time to think about how everything fits together.
While it lies beyond my remit to change the nature of business, I can
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