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":"c736b12d6be906705cc0c4961dcd524d","s":"3ff199feeae6c1c0"}
