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The key to successful leadership today is influence, not authority. Kenneth Blanchard

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Mastering digital marketing

How can you take advantage of the rise of digital marketing?

Author(s): David Edelman, Luke Collins

Publisher: McKinsey

Date of publication: 2014

Read this article on the publisher's website [McKinsey]

Digital marketing is on the rise due to the increasing influence of the Internet and mobile applications on purchasing behavior. But how can you tackle this issue? Which pitfalls must you avoid? This article stresses the necessity to set up a true strategy for exploiting digital data, from selecting what information to collect to capitalizing on this data to turn it into a real driver of value creation.

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