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Considering technology has enabled marketing to make use of once implausible platforms — mobile phones, interactive displays and even virtual worlds — who would have guessed that the next generation of CMOs would need an in-depth understanding of a trade that goes back to the days of Benjamin Franklin? The answer: not many. Even so, publishing is the driving force behind today’s most successful brands.
Even the word “publishing” sounds old-fashioned, so it’s understandably difficult to fathom how the process could possibly be revolutionizing the marketing techniques used by the largest organizations in the world.
Publishing
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