Efficiency Film Marketing Mass Marketing 
Harvard Business Review
FEBRUARY 14, 2012
It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. These linear models optimized efficient delivery of a known thing. Fifteen years ago, The Cluetrain Manifesto taught us that markets are conversations and that was a great starting point.
Harvard Business Review
SEPTEMBER 14, 2011
Chirotech specializes in biocatalysis and chemocatalysis, two important subspecialties of biotechnology and chemistry that help develop key biological and chemical intermediates needed for the efficient production of medicines. It is commonly believed that emerging market companies tap Western R&D talent in order to 'move up the value chain.'
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