From strategy+business: In many large compa­nies, the marketing func­tion is decen­tral­ized and sprawling, leaving exec­u­tives without a holistic view of their activ­i­ties and costs. Here are four steps to imple­menting a marketing shared-services model to capture scale and develop advanced capa­bil­i­ties. · Go to A collab­o­ra­tive approach to marketing →