The Changing MO of the CMO
The Changing MO of the CMO

Author: MaryLee Sachs

Publisher: Routledge

Published: 2016-04-01

Total Pages: 111

ISBN-13: 1317038886

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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: ¢ authenticity, relevance and advocacy to marketing; ¢ integration of an organization's approach to paid, owned and earned media channels; ¢ 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.

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

Author: MaryLee Sachs

Publisher: Routledge

Published: 2016-03-03

Total Pages: 173

ISBN-13: 1134761201

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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.

The Changing MO of the CMO
The Changing MO of the CMO

Author:

Publisher:

Published: 2012

Total Pages: 0

ISBN-13:

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This session is based on the tenets of the book "The Changing MO of the CMO - How the Convergence of Brand and Reputation is Affecting Marketers," a bird's eye view into the thinking of some of the world's most successful marketing leaders in both the B2C and B2B spaces. In an era where social media has resulted in an increasing lack of control over how brands are perceived, these marketers have embraced a broader definition of marketing to include two-way communications and engagement, taking a different approach to organizational structure and planning processes. Indeed, some of the marketers interviewed suggest the emergence of a new discipline: a hybrid between traditional push marketing and the relationship-building aspect of public relations.

Global Cmo
Global Cmo

Author: Greg Paull

Publisher: Mascot Books

Published: 2018-05

Total Pages: 240

ISBN-13: 9781684018482

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Digital Transformation has changed the modern marketing playbook. As the landscape shifts, global marketers have to balance advancing unique organizational initiatives with the transformation of their entire sector. In this new environment, what can a CMO do to stay ahead of the curve? Global CMO features insights from interviews with eighteen leading global CMOs responsible for bringing their brands into the future across drastically different markets. The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Through these detailed discussions with the CMOs, independent marketing consultancy R3 seeks to uncover the common threads, solutions, and best practice to drive effectiveness and efficiency. Any practitioneror observerof marketing globally, regionally, or locally will find this a powerful resource.

Chief Marketing Officers at Work
Chief Marketing Officers at Work

Author: Josh Steimle

Publisher: Apress

Published: 2016-08-04

Total Pages: 330

ISBN-13: 1484219317

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Read 29 in-depth, candid interviews with people holding the top marketing roles within their organizations. Interviewees include CMOs and other top marketers from established companies and organizations—such as Linda Boff of GE, Jeff Jones of Target, and Kenny Brian of the Harvard Business School—to startups—such as Matt Price of Zendesk, Seth Farbman of Spotify, and Heather Zynczak of Domo. Interviewer Josh Steimle (contributor to business publications such as Forbes, Mashable, and TechCrunch and founder of an international marketing agency) elicits a bounty of biographical anecdotes, professional insights, and career advice from each of the prominent marketers profiled in this book. Chief Marketing Officers at Work: Tells how CMOs and other top marketers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their jobs entail, and the skills they use to thrive in their roles. Shows how top marketing executives continuously adapt to changes in technology, language, and culture that have an impact on their jobs. Locates where the boundaries between role of CMOs and the roles of CEOs, CTOs, and COOs are blurring. Explores how the CMO decisions are now driven by data rather than gut feelings. The current realities in marketing are clearly revealed in this book as interviewees discuss the challenges of their jobs and share their visions and techniques for breaking down silos, working with other departments, and following the data. These no-holds-barred interviews will be of great interest to all those who interact with marketing departments, including other C-level executives, managers, and other professionals at any level within the organization.

The Chief Marketing Officer Journal - Volume I
The Chief Marketing Officer Journal - Volume I

Author: William L. Koleszar

Publisher: Lulu.com

Published: 2009-01-06

Total Pages: 122

ISBN-13: 0578011352

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ABOUT THE CMO JOURNAL: Despite the uniqueness of the role played by the Chief Marketing Officer, researchers are only beginning to lend insight into this increasingly important position, leaving practitioners to their own devices. To help fill this void, The Chief Marketing Officer Journal was created to accelerate the pace of theory development and critical discussion concerning all aspects of executive leadership within the marketing discipline. Submissions are peer reviewed by a distinguished panel of experts and selected for inclusion in the journal based on the importance of their contribution to marketing discipline, clarity, and suitability. The result is exclusive research and content unavailable from any other source. Contributors for Volume I include: David Court (McKinsey & Company), Jo Ann Herold (CMO, The HoneyBaked Ham Company), Phil Kotler (Northwestern University), Sergio Zyman (Former CMO, The Coca Cola Company) and many more.

Evaluating Climate Change Action for Sustainable Development
Evaluating Climate Change Action for Sustainable Development

Author: Juha I. Uitto

Publisher: Springer

Published: 2017-01-11

Total Pages: 365

ISBN-13: 331943702X

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This book is open access under a Creative Commons license. This authoritative book presents the ever progressing state of the art in evaluating climate change strategies and action. It builds upon a selection of relevant and practical papers and presentations given at the 2nd International Conference on Evaluating Climate Change and Development held in Washington DC in 2014 and includes perspectives from independent evaluations of the major international organisations supporting climate action in developing countries, such as the Global Environment Facility. The first section of the book sets the stage and provides an overview of independent evaluations, carried out by multilateral development banks and development organisations. Important topics include how policies and organisations aim to achieve impact and how this is measured, whether climate change is mainstreamed into other development programs, and whether operations are meeting the urgency of climate change challenges. The following sections focus on evaluation of climate change projects and policies as they link to development, from the perspective of international organisations, NGO’s, multilateral and bilateral aid agencies, and academia. The authors share methodologies or approaches used to better understand problems and assess interventions, strategies and policies. They also share challenges encountered, what was done to solve these and lessons learned from evaluations. Collectively, the authors illustrate the importance of evaluation in providing evidence to guide policy change to informed decision-making.

The Chief Marketing Officer
The Chief Marketing Officer

Author: Aspatore Books Staff

Publisher:

Published: 2005-01-01

Total Pages: 119

ISBN-13: 9781596223295

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Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.Andrew P. Gallina, Vice President, Marketing and Chief Marketing Officer, Kirkland's Home - "The Role of a Marketing Executive" Annemarie Healy, Marketing Manager, Starmark International - "Making a Financial Impact" Jarvis Cromwell, Senior Vice President and Managing Director of Marketing, Thomson Financial- "Framing the Challenge: The Need for a New Performance Management Approach to Marketing Pam Brock, Vice President, Marketing and Strategic Planning, Poudre Valley Health System - "Health Care Marketing: It's Not About Marketing" Alan Kerzner, Corporate Vice President, Marketing, Hartz Mountain- "Principles of an Outstanding Marketing Department" Lolly D. Becker, Chief Marketing Officer, Vinson & Elkins LLP - "It's All About Us!" Perry Hines, Senior Vice President and Chief Marketing Officer, Irwin Mortgage Corporation- "Marketing in the Mortgage Industry" James P. Frain, Executive Vice President and Chief Marketing Officer, Chico's FAS Inc. - "Providing Growth for the Company" Lisa Johnson, Vice President, Marketing, TechTarget - "Being a Marketing Executive: An Art, Not a Science" Kristen Micheletti, Director, Marketing and Communications, Saint Alphonsus Regional Medical Center- "Balancing Creativity, Analytical Skills, and Organization Claudia M. Freeman, Director, Marketing and Communications, Cadwalader, Wickersham & Taft LLP - "Marketing Legal Services" Richard K. Howe, Chief Marketing Officer, Acxiom Corporation - "The Changing Face of Marketing"

Quantum Marketing
Quantum Marketing

Author: Raja Rajamannar

Publisher: HarperCollins Leadership

Published: 2021-02-09

Total Pages: 241

ISBN-13: 1400224039

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Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today’s unprecedented disruption. As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination. As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful. In Quantum Marketing, readers will: Understand the evolution of marketing and how to be at the forefront of future change. Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry. Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries. Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.