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The marketers strike back.


The marketers strike back.

Alex File

For much of the past 10 years, business has resembled a game of “catch-up”. Each new wave of technological innovation has triggered new customer behaviors and expectations, causing businesses to constantly scramble to figure out how to be relevant. This era of disruption has as often as not caught businesses in general and marketers in particular on the back foot. But it looks like marketers are stepping up to the challenge.

Marketers are beginning to embrace their primary role: driving business growth.