![]() ![]() In the book “The Case for Creativity,” author James Hurman assembled data over 30 years and conducted his own research into the link between creativity and commercial success. Yet creativity in communications might matter more than most executives think. Indeed, in the boardroom, executives might question why creativity is important at all when the company is still achieving more website conversions, improved market share, and real product differentiation. The authority of the Chief Marketing Officer has undoubtedly expanded over the past several years - and with it, the pressure to produce results that are measurable and easily attributable to marketing initiatives. ![]()
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