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Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth by Jeff Saperstein, Hunter Hastings

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Chapter 11. Marketing Knowledge Centers

• How can everyone in your company, in every country, on every brand and business, have access to the marketing wisdom, information, and lessons learned?

• How do you capture and share corporate knowledge?

• How can you accelerate the organizational and individual learning curve?

We have defined the new marketing as a process and a science rather than an ad hoc, communications-based art. The process and science of marketing are fueled by shared knowledge and information: knowledge of the customer, insights derived from this knowledge, information about the programs developed from these insights, and analysis of the results as measured by both customer response and enterprise revenue and profitability.

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