The Changing MO of the CMO: How the Convergence of Brand and Reputation Is Affecting Marketers - Couverture rigide

Sachs, MaryLee

Couverture rigide

ISBN 10 : 1409423158 ISBN 13 : 9781409423157

Editeur : Routledge, 2011

Synopsis

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.

A propos du livre

À propos de l'auteur

MaryLee Sachs has over 25 years of experience in integrated marketing, most recently as US Chairman and Worldwide Director of Consumer Marketing for PR giant Hill and Knowlton. She has worked with and advised many blue chip organizations including Procter and Gamble, Kellogg's, PepsiCo, HSBC, Motorola, American Express, Frito-Lay, Porsche, Kodak and Anheuser-Busch. MaryLee has been based in the US for the last nine years where she has been an active member of the Marketing 50 and an advisor to The CMO Club. She served as a jury member for the PR category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, and she is a member of the Marketing Group of Great Britain, the Marketing Society (UK), PRSA and Advertising Women of New York.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 1409423158
• ISBN 13: 9781409423157
• Reliure: Relié
• Nombre de pages: 120
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible