Long-range investments in marketing automation

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Brea (2014) describes the foundational approach to managing an organization's marketing analytics capability has to be ". . . direct hand-to-hand combat with the issues marketers and salespeople are tackling" [day-to-day] How was Brea able to keep executives engaged with short-term metrics while investing in technology, process, and people? How did he balance the objectives between the company's short-term perspective and long-range investments in marketing automation? Would you agree this approach is realistic in Corporate America? Why or why not?

Reference no: EM132252787

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