The most common mistakes made by marketing leaders

05/15/2014 | iMedia Connection

Marketers risk failure when they focus their marketing on competitors rather than the customers, or rely largely on technology to communicate, writes Cat Spurway-Hepler, executive director at Candor Consulting. Marketers should also be willing to take risks and remember to spend time on internal branding. "Employees are every company's biggest brand advocates and everyone needs to be preaching the same gospel -- both at their desk and when they step outside," she writes.

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