Every once in a while I stop for a moment and consider just how radically different marketing is today compared with just 3 years ago. Looking no further than my desk, it's quite amazing how my job has changed in just that short period of time. Previously, marketing seemed more an art than a science and it stood in contrast to IT, finance and operations - the enterprise functions that lived in a more structured and quantifiable reality than marketing. Back then, the concept of....

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