The market research group while the influence function, Operation Management

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The market research group while the influence function

One problem facing many firms today is where responsibility for social media should reside. Two possible options are (a) there could be a separate social media group within the marketing function; or (b) the “listening” function could reside with the market research group while the “influence” function could be the responsibility of the marketing promotion or communication group. Which of these do you think is best?

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