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Content or Technology? Technology every time

Adam Sharp, Journal of Direct, Data and Digital Marketing Practice Vol. 16, No. 4 ()
Marketers have been focusing on outputs that deliver an immediate impact, such as content and creative. But if marketing wants to take its rightful place at the boardroom table, it needs to look seriously at the impact it can have on the organization’s technology. This article considers where the focus for marketers should be placed within the realm of IT. (5 pages)

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