The Changing Mo of the Cmo: How the Convergence of Brand and Reputation Is Affecting Marketers

ISBN-13: 9781409423157 / Angielski / Twarda / 2011 / 120 str.

MaryLee Sachs

Opis

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.

Recenzje

'A goldmine of information and findings about how CMOs are incorporating social media and public relations in their marketing toolkit.' - Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'MaryLee Sachs, through her insightful interviews of CMOs, offers a unique view into the challenges faced by marketers today. What's clear is that a good CMO is not focused on reporting structure but rather on alignment between two critical disciplines (Marketing & PR) in the interest of driving growth for a business.' - Maryam Banikarim, CMO of Gannett Co. 'Never before have consumers had such opportunity to question, discuss and critique the brands and companies fighting for their attention. The traditional split between corporate and brand marketing have become irrelevant and almost every company is struggling to understand where PR belongs in the organization. This book addresses one of the most urgent and important challenges facing CMOs today and provides practical "from the trenches" examples, featuring many of today's leading CMOs. A real must read for today and tomorrow's CMO that want to build effective consumer dialogue.' Marc de Swaan Arons, Chairman, Effective Brands 'The Changing MO of the CMO" is an up-close peek into the thinking of some of the world's most successful marketing communicators and leaders. MaryLee Sachs' expert analysis and commentary offers additional insights and lessons that will help anyone interested in how PR and communications can really make a substantial difference for an organization.' - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College ’Emerging media has emerged as the socialized way we now market and communicate. MaryLee offers insights and relevant examples that motivate us to move past traditional roles and embrace stakeholder engagement as the new MO for CMOs.’ - Christa Carone,

Spis treści

Contents: Introduction; Setting context; The intuitive CMO: Intuit, Inc; 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: Eastman Kodak; The player CMO: the Pac-12; The responsible CMO: IBM; The creative CMO: Adobe Systems Incorporated; The mobile CMO: Nissan Motor Co. Ltd; The global imperative; Conclusion; Index.

O autorze

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.