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Former McDonald’s CMO Larry Mild understood that principle when he became the chief model officer of the InterContinental Accommodations Group, the place the marketing group was intent on reorganizing its operation. Today marketing organizations must leverage global scale but also be nimble, capable of plan and execute in a matter of weeks or a few months—and, more and more, instantaneously.
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Different key strengths embody client behavior, choice-making theory, modeling and measurement, and marketing strategy. Companies are …