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This book should be viewed as a primer for any new or aspiring CMO,
C-suite peer to marketing, or marketer looking to 'up their game',
and as such it provides a range of ideas, concepts, approaches and
considerations from a wide range of CMOs who are driving
significant transformation within their organizations. The chief
marketing officer is arguably the least understood role in the
C-suite by both the outside world and internal audiences. Job
specifications differ widely - much more than for the chief
executive officer (CEO), chief financial officer (CFO), or chief
talent officer. This book helps to define parameters for both B2C
and B2B marketers and points to some game-changing strategies
designed to lead change and deliver success. Following the success
of her first book, The Changing MO of the CMO, MaryLee Sachs has
drawn on her research and interviews with some of the most
inventive new CMOs from companies in established and emerging
markets. What the New Breed of CMOs Know that You Don't speaks to
the future of marketing, the strategic value of the function and
the role of the CMO.
This book should be viewed as a primer for any new or aspiring CMO,
C-suite peer to marketing, or marketer looking to 'up their game',
and as such it provides a range of ideas, concepts, approaches and
considerations from a wide range of CMOs who are driving
significant transformation within their organizations. The chief
marketing officer is arguably the least understood role in the
C-suite by both the outside world and internal audiences. Job
specifications differ widely - much more than for the chief
executive officer (CEO), chief financial officer (CFO), or chief
talent officer. This book helps to define parameters for both B2C
and B2B marketers and points to some game-changing strategies
designed to lead change and deliver success. Following the success
of her first book, The Changing MO of the CMO, MaryLee Sachs has
drawn on her research and interviews with some of the most
inventive new CMOs from companies in established and emerging
markets. What the New Breed of CMOs Know that You Don't speaks to
the future of marketing, the strategic value of the function and
the role of the CMO.
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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