Changing mo of the cmo, the: how the convergence of brand and reputation is affecting marketers
Auteur :
Sachs, MaryLee
Éditeur :
Taylor & Francis Ltd
ISBN :
9781409423157
Date de publication :
28 juin 2011
Dimensions :
24,6 x 17,4 cm
Poids :
380 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.