The changing MO of the CMO how the convergence of brand and reputation is affecting marketers - Sachs, MaryLee (Gower, 2011)
Includes index
Setting context -- The intuitive CMO (Intuit) -- The experiential CMO (Old Navy) -- The sprinter CMO (British Olympic Association) -- The change agent CMO (GE) -- The traveling CMO (VisitBritain) -- The larger than life CMO (Kodak) -- The player CMO (the Pac-12 Conference) -- The responsible CMO (IBM) -- The creative CMO (ADOBE) -- The mobile CMO (Renault-Nissan) -- The global imperative
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