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":"2345bd05928e64ef67f8284100e3d4f9","s":"1a1553ae0b147820"}
