The changing MO of the CMO: how the convergence of brand and reputation is affecting marketers
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Burlington, Vt.
Gower
2011
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| Subjects: | |
| Online Access: | Volltext |
| Item Description: | 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 |
| Physical Description: | 1 Online-Ressource (xiv, 103 pages) |
| ISBN: | 9781409423164 1409423166 |
Staff View
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| 500 | |a 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 | ||
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| id | DE-604.BV042961842 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:13:50Z |
| institution | BVB |
| isbn | 9781409423164 1409423166 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028387709 |
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| publisher | Gower |
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| spelling | Sachs, MaryLee Verfasser aut The changing MO of the CMO how the convergence of brand and reputation is affecting marketers MaryLee Sachs Burlington, Vt. Gower 2011 1 Online-Ressource (xiv, 103 pages) txt rdacontent c rdamedia cr rdacarrier 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 Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Public relations fast Wirtschaft Branding (Marketing) Public relations Erscheint auch als Druck-Ausgabe, Hardcover 978-1-4094-2315-7 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=398238 Aggregator Volltext |
| spellingShingle | Sachs, MaryLee The changing MO of the CMO how the convergence of brand and reputation is affecting marketers Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Public relations fast Wirtschaft Branding (Marketing) Public relations |
| title | The changing MO of the CMO how the convergence of brand and reputation is affecting marketers |
| title_auth | The changing MO of the CMO how the convergence of brand and reputation is affecting marketers |
| title_exact_search | The changing MO of the CMO how the convergence of brand and reputation is affecting marketers |
| title_full | The changing MO of the CMO how the convergence of brand and reputation is affecting marketers MaryLee Sachs |
| title_fullStr | The changing MO of the CMO how the convergence of brand and reputation is affecting marketers MaryLee Sachs |
| title_full_unstemmed | The changing MO of the CMO how the convergence of brand and reputation is affecting marketers MaryLee Sachs |
| title_short | The changing MO of the CMO |
| title_sort | the changing mo of the cmo how the convergence of brand and reputation is affecting marketers |
| title_sub | how the convergence of brand and reputation is affecting marketers |
| topic | Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Public relations fast Wirtschaft Branding (Marketing) Public relations |
| topic_facet | Business BUSINESS & ECONOMICS / Advertising & Promotion Branding (Marketing) Public relations Wirtschaft |
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