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Global Cmo

Global Cmo
Author: Greg Paull
Publisher: Mascot Books
Total Pages: 240
Release: 2018-05
Genre: Business & Economics
ISBN: 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.


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
Total Pages: 267
Release: 2016-03-03
Genre: Business & Economics
ISBN: 1134761279

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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: MaryLee Sachs
Publisher: Routledge
Total Pages: 111
Release: 2016-04-01
Genre: Business & Economics
ISBN: 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.


The CMO's Periodic Table

The CMO's Periodic Table
Author: Drew Neisser
Publisher: New Riders
Total Pages: 403
Release: 2015-11-17
Genre: Business & Economics
ISBN: 0134293827

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Imagine how much you would learn if you could converse with 64 of the brightest minds in marketing. Now imagine if those conversations were focused on all the essential elements that go into being a top-notch chief marketing officer and organized into seven logical, intuitive categories. Now you can stop imagining, and start reading The CMO’s Periodic Table, an essential resource for the modern marketer. Over the last five years, thanks in large part to his friends at The CMO Club, author Drew Neisser has interviewed over 100 marketing leaders at prominent companies such as American Express, Audi, Belkin, Black Duck Software, Converse, College Humor, D&B, Dow, and many more. These interviews, 64 of which are highlighted in this book, reflect the fundamental diversity of challenges and subsequent solution sets deployed by each. Though these interviews don’t yield a magic formula, they offer something a bit more profound and definitely more fundamental—a compendium of elements that every marketer has or will need to examine in the very near future. Organized into a CMO-worthy periodic table modeled on the classic organization of the chemical elements, the chapters progress from basic challenges like research and strategy, to internal issues like culture change and managing up, to advanced, highly volatile subjects like risk-taking and changing agencies.


The Changing MO of the CMO

The Changing MO of the CMO
Author: MaryLee Sachs
Publisher: Routledge
Total Pages: 121
Release: 2016-04-01
Genre: Business & Economics
ISBN: 1317038894

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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.


China Cmo

China Cmo
Author: Greg Paull
Publisher:
Total Pages: 350
Release: 2013-06
Genre: Branding (Marketing)
ISBN: 9789881554239

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"China is, all at once, the world's most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald0́9s, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas."--Back cover.


Paid Attention

Paid Attention
Author: Faris Yakob
Publisher: Kogan Page Publishers
Total Pages: 241
Release: 2021-11-03
Genre: Business & Economics
ISBN: 1398602515

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The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide. Paid Attention delivers new and innovative insights into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication. This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas. In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace.


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
Total Pages: 173
Release: 2016-03-03
Genre: Business & Economics
ISBN: 1134761201

Download What the New Breed of CMOs Know That You Don't Book in PDF, ePub and Kindle

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.


Global Marketing

Global Marketing
Author: Ilan Alon
Publisher: Routledge
Total Pages: 852
Release: 2020-08-19
Genre: Business & Economics
ISBN: 0429515359

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Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments; A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility—key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world. Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.


You Should Smile More

You Should Smile More
Author: Dawn Hudson
Publisher: Simon and Schuster
Total Pages: 306
Release: 2022-09-06
Genre: Business & Economics
ISBN: 194795153X

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You Should Smile More: How to Dismantle Gender Bias in the Workplace empowers women and men to unlock a culture of greatness in the workforce—one little thing at a time. Written by six C-suite women with a collective resume covering 29 industries, the book offers a completely new lens through which to talk about and tackle the stubborn remnants of gender bias at work. “In the business world, barriers to inclusion are barriers to success,” states a line from the book’s Introduction. “Diversity breeds better solutions faster if people feel comfortable in their environment.” But from small indignities to unconscious slights, women experience situations at work every day that may seem small or unimportant but that effectively differentiate and exclude them. These are not #MeToo moments - they are micro-offenses; the small, awkward, or uncomfortable moments that slow-build until the unwelcome environment takes hold and women disengage. Situations the authors address range from things like use of the term “girl” versus “woman,” watching male colleagues leave work for a social event where women colleagues were left off the invite list or hearing that a qualified woman shouldn’t be offered an assignment because she has small children at home. You Should Smile More shows witnesses, allies, supervisors, and women at every level in their careers how to dismantle everyday gender bias, based upon the latest research, personal accounts, and interviews with dozens of professionals, both women and men. Widely known as a meme, the title itself is now a call-to-action against the very advice women so frequently hear from male colleagues or bosses. The authors spotlight these all-too-familiar moments, offering realistic strategies every witness can use to confront and productively address them. The information within the book finally advances women in the corporate workplace as equals and advances organizations on the path to creating cultures of true inclusion. The authors call themselves “The Band of Sisters” and have collectively seen it all, from the bottom rung to the boardroom. They know firsthand how hard it is to navigate these gendered situations in the moment. Now they share their experience with a forward-looking eye -- often with humor, and in a way that recognizes the realities of the workplace. With this book as a guide, The Band of Sisters are ready to: + Help anyone to recognize and effectively respond to these micro-moments rooted in gender bias. + Pave the way for their ultimate elimination, through shared participation. + Allow organizations to build high-performance cultures that truly value and include diverse perspectives and experiences. Gender bias has been part of our workplaces for too long. We are at the point now where all of us who are in the workplace, around conference tables, water coolers and in Zoom meetings, must make the next push for real change.