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SAN FRANCISCO The marketing and IT departments of most corporations are worlds apart, but the two groups must work more closely together to speed innovation and boost the bottom line, according to a new report by management consultancy Sapient and the Kellogg School of Management at Northwestern University.
Rather than focusing strategies on Web sites and interactive media, smart marketers strive to improve both their products and the customer experience, says the report, which is titled, “The New Marketing-IT Power Partnership.”
“The
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