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Marketers and finance professionals have a "Famously fractious relationship" that sometimes resembles a sibling rivalry, Thunderbird Professor Richard Ettenson, Ph.D., told representatives of both sides April 21 at the Advertising Financial Management Conference hosted by the Association of National Advertisers in Phoenix. The tension that results may seem irreconcilable, but Ettenson said marketers can get the chief financial officer on their side when they learn to articulate a business case for their activities.
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