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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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The Changing MO of the CMO - How the Convergence of Brand and Reputation is Affecting Marketers (Hardcover, New Ed)
Loot Price: R1,154
Discovery Miles 11 540
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The Changing MO of the CMO - How the Convergence of Brand and Reputation is Affecting Marketers (Hardcover, New Ed)
Expected to ship within 12 - 17 working days
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MaryLee Sachs explores the relationship and increasing blur between
the marketing discipline and the public relations profession. How
do the two mix? What is their role in a world where the growth of
digital and social media has contributed to an increasing lack of
control over how brands are perceived? Drawing on the experiences
of Chief Marketing Officers (CMOs) from 10 iconic organizations
with business and consumer brands across the globe, The Changing MO
of the CMO explores how some organizations are making the most of a
blended approach to communications and marketing and how CMOs can
respond to and prepare for their new responsibilities. It
illustrates how PR can provide: c authenticity, relevance and
advocacy to marketing; c integration of an organization's approach
to paid, owned and earned media channels; c a strategic risk
management tool for assuring reputation and managing crisis
communication. Changing the traditional roles of marketing and
communications may be an imperative for organizations. That doesn't
make it easy. This readable and credible short guide provides a
sense of the opportunities and obstacles involved and the vision
required to change the culture of marketing and communications. The
Changing MO of the CMO is an important book for developing a new
model of marketing; it should be read by all CMOs charged with
defining and implementing changes.
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