Question: 1 3 . 1 For some years now, research has shown that marketers find structuring their own organisation to be one of their biggest challenges.

13.1

For some years now, research has shown that marketers find structuring their own organisation to be one of their biggest challenges. Imagine being appointed as Digital Marketing Manager for a retail chain that, so far, has mainly sold products via physical stores. You will be asked for advice on how to embed Digital Marketing in the organisation,

What ways exist for a company to embed Digital Marketing in

their organisation?

What is of importance to the decision to take on one of these organisational forms?

Many marketers consider the collaboration with the IT department to be a major stumbling block. For which organisational form do you expect the least problems?

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