Goal Management Marketing Mix Sports 
Harvard Business Review
JUNE 20, 2014
In yet another example, Caesars took the step of centralizing marketing and sales budgets, as well as decision rights, under the CMO. When making a purchase decision, customers use an average of six different channels, which are often managed by different parts of the organization. Expand marketing’s influence across the organization.
Harvard Business Review
OCTOBER 10, 2014
Marketers often distinguish between paid, earned, and owned media. While the strategies are different, the goal is the same — to generate awareness and engagement. Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies.
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