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"Marketers must also determine whether, in terms of generating ideas and strategy, it would be helpful to include external partners. For example, P&G drives a significant amount of new-product innovations by third parties. And many marketers partner with marketing-mix-modeling firms to better understand the right marketing mix."
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"Diane McDonald, associate director of marketing at Texas A&M University, explained that reaching these prospects via social media takes more than a static institutional Facebook page; it takes an active approach to engage them."
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