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This Aspatore business title provides an authoritative, insider's perspective on leading the marketing function in a fast-paced, ever-evolving field. Written by marketing executives from some of the top companies in the nation, this book provides best practices for setting the right objectives, creating branding standards, and balancing short- and long-term business goals. Covering a range of topics from managing websites to addressing social media channels, the authors share their strategies for navigating the new media landscape and leveraging technology to increase marketing efficiency.