Nabeena Mali: In many ways, marketing is an art.
Finding that special combination of factors that not only cuts through the clutter to reach out to your audience, but also entices them in, and wins their loyalty, is something that is hard to distill into theory.
It’s like how a book on how to play the guitar isn’t going to turn you into Jimi Hendrix.
But for all the creativity involved in marketing, you can’t get away from the hard science that has to underpin any successful marketing practice.
Put simply, unless you can analyse how effective…
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