Chief marketing officers distracted by new digital toys should consider a retreat from tactics to strategy, writes Bill Harriss. Apple's concentration on customer experience exemplifies the right strategic approach. CMOs should also be looking to integrate the host of new media platforms with traditional marketing such as mail and call centers, recognizing that on and offline marketing is blurring together and that the multiplatform world is here to stay, Harriss writes.
Online and off, CMOs should rethink strategy
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