Watch the speech of Michael King (Director of William Hill) and answer how he perceived the relationship between marketing and finance (e.g., how he and his organization used the consumer data to generate revenues). In addition, how did his organization in New Orleans measure the financial success? Do you think this measurement is objective? To what extent is this measurement different from or similar to what you learned from the Chapter 4? I have also attached a document with these instructions and the video link to watch. The document also has the text for Chapter 4.
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