Prof. Tuck Siong Chung, ESSEC Business School
Tuck Siong Chung, ESSEC Business School
11 April 2022
Why It Matters: Marketing myopia and its implications
And according to Gartner’s CMO Spend Survey, as brands seek to recuperate from two years of uncertainty, marketing leaders are facing some of the sharpest budget cuts in years, some as high as 15 percent of the total marketing budget. Prof. Tuck Siong Chung, Associate Professor of Marketing, ESSEC Business School, Asia-Pacific shares what marketing managers can do to prioritise stakeholders and how marketing managers and brands can avoid falling into the marketing myopia trap.
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