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The CMO and the Future of Marketing.
- Source :
- Marketing Management; Feb2012, Vol. 21 Issue 1, p34-43, 10p
- Publication Year :
- 2012
-
Abstract
- The article looks at the role of Chief Marketing Officer (CMO) in taking out the companies from complex and uncertain situations. It is suggested that CMO should act as the visionary for the future of the company, build adaptive marketing capabilities and win the war for marketing talent. It is also given that CMO's future role in the company will determined by the predictable trends in their marketplaces, the changing role of the C-suite, and uncertainty about the economic climate and organizational design in the future. INSET: Q/A.
Details
- Language :
- English
- ISSN :
- 10613846
- Volume :
- 21
- Issue :
- 1
- Database :
- Complementary Index
- Journal :
- Marketing Management
- Publication Type :
- Periodical
- Accession number :
- 77770699