Credibility Gap for Marketers

Credibility Gap for Marketers -...

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McKinseyQuarterly 4/14/05  Article at a glance:  A credibility gap for  marketers  Recent interviews with more than 30 European CEOs and chief marketing officers suggest that  many marketers have a credibility problem because their creativity often runs counter to the  discipline needed to excel elsewhere in the organization.   Influential CMOs build credibility in two  ways:  by tracking the impact of marketing initiatives
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