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Please go to the Advertising Research Foundation web site: www.thearf.org/blog/category/arf-videos/page/4/. Find the video with the title: "Industry Leader Discussion at Forbes Roundtable". You will see a number of senior marketing people from leading companies discussing the role of the Chief Marketing Office (CMO) and how the availability of data is changing marketing. Watch the video and then answer the following 2 questions:

a. Briefly discuss the role of the CMO in the C-Suite.

b. Briefly discuss how the availability of large amounts of data is changing how marketing functions.

Marketing Management, Management Studies

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