ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.

ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to

Is Your Marketing Organization Ready for What’s Next?

November 2, 2020

The ever-changing social, economic, and public health landscape has made marketing a more complex discipline than ever before. Rodríguez-Vilá, Bharadwaj, Morgan, and Mitra (2020) use extensive surveying and interviewing methods to better understand how marketers have traditionally attempted to transform their organizations in evolving landscapes.

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