The changing MO of the CMO : how the convergence of brand and reputation is affecting marketers /
Sachs, MaryLee
The changing MO of the CMO : how the convergence of brand and reputation is affecting marketers / MaryLee Sachs - Farham, Surrey : Gower, 2011 - xiv, 103 p. : ill. ; 25 cm.
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
9781409423157
Branding (Marketing)
Public relations
The changing MO of the CMO : how the convergence of brand and reputation is affecting marketers / MaryLee Sachs - Farham, Surrey : Gower, 2011 - xiv, 103 p. : ill. ; 25 cm.
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
9781409423157
Branding (Marketing)
Public relations