What the New Breed of CMOs Know That You Don't

MaryLee Sachs (Autor)

Buch | Softcover

174 Seiten

2016
Routledge (Verlag)
978-1-138-27188-3 (ISBN)

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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.

MaryLee Sachs launched her first book, The Changing MO of the CMO Â How the Convergence of Brand and Reputation is Affecting Marketers, at the Cannes Lions International Festival of Creativity in 2011, and she established her consultancy, Changing MO LLC, based on the tenets of the book. As the former global head of consumer marketing and US chair of a major WPP firm, she has focused on the CMO community, contributing to both The CMO Club and the Marketing 50 as an advising member. She has over 28 years of integrated marketing experience in the international arena; she was resident in London for 17 years before returning to the US 11 years ago.

Introduction; Chapter 1 The Changing Modus Operandi of the CMO; Chapter 2 The Chosen Ones; Chapter 3 The First CMO; Chapter 4 The Start-Up CMO; Chapter 5 The Next-Stage CMO; Chapter 6 The New Centralized CMO; Chapter 7 The Evolutionary B2C CMO; Chapter 8 The Evolutionary B2B CMO; Chapter 9 The Internationally-Expanding CMO; Chapter 10 The Turn-Around CMO; Chapter 11 Partners in Crime; Chapter 12 Creativity in the New CMO Context; Chapter 13 Characteristics of Marketing Leadership; Chapter 14 What’s Next?;

Erscheinungsdatum	07.01.2017
Verlagsort	London
Sprache	englisch
Maße	174 x 246 mm
Gewicht	453 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Personalwesen
	Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
	Wirtschaft ► Volkswirtschaftslehre
ISBN-10	1-138-27188-8 / 1138271888
ISBN-13	978-1-138-27188-3 / 9781138271883
Zustand	Neuware