What the Next Generation of CMOs Know That You Don't

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Sachs, Marylee

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ISBN:9781409455721
Editorial: Gower Publishing
Fecha de la edición:2013
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Nº Pág.:160
Idiomas:Ingles,Inglés

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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 Knows that You Don't speaks to the future of marketing, the strategic value of the function and the role of the CMO.

Introduction; The changing modus operandi of the CMO; The chosen ones; The first CMO; The start-up CMO; The nest-stage CMO; The new centralized CMO; The evolutionary B2C CMO; The evolutionary B2B CMO; The international-expanding CMO; The turn-around CMO; Partners in crime; Creative in the new CMO context; Characteristics of marketing leadership; CMO to CEO aspirations; Appendix; Index.