Sticking to a well-defined corporate purpose will engender trust with customers, prospects and stakeholders in good times and bad
How to install purpose in your brand and company
Posted By Luxury Marketer Columnist On In Columns,News,Strategy | No Comments
Sticking to a well-defined corporate purpose will engender trust with customers, prospects and stakeholders in good times and bad
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","iv":"cdd5e56211e424894d7c8dc841378e53","s":"7ce3052666c21adb"}
