Agility Marketing Mix Positioning Technology 
Harvard Business Review
MARCH 29, 2013
There are many examples of global advertising concepts getting lost in translation, but today the stakes are higher than ever; a poorly conceived ad in one market can damage the entire brand. Next, they find a positioning that goes beyond describing product attributes to address the motivation.
Harvard Business Review
MARCH 18, 2013
Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix. Internal marketing and communications departments are also poorly equipped to move with the speed and teamwork required. This cliché is obsolete.or
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