More consumers, more referrals, new services, new business partnerships, and the ability to respond to market changes have long hinged on the power of the marketing department. But marketing has changed a lot since my first marketing director job – both in strategy and tactics. There was no internet, or email, or Facebook, or Twitter. From a tactical perspective, we analyzed return on direct mail campaigns and effective audience for television and magazine advertising. All that changed. Now marketing involves web banners, search engine optimization, and ad words. But, the e-commerce era has changed more than just the tactics. The . . .
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