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Unlocking Value from Integrated Corporate Communications and Marketing
September 2016 | Executive Summary
Given the increasingly strategic role of corporate communications and marketing, many organizations are finding it makes since to integrate them. Combined, the two functions’ strategic input is more powerful and drives value across a range of areas. But it takes strong leadership to achieve those benefits. CEOs should be at the helm of integration efforts, building a corporate culture that values both communications and marketing and the potential they have as a united force to transform business.