The changing MO of the CMO
Subtitle: how the convergence of brand and reputation is affecting marketers
By: MaryLee Sachs
Publisher: Gower
Published: 2011
Place of publication: Burlington, VT
Language: eng
ISBN-13: 9781409423157; 9781409423164
Subjects: Public relations; Branding (Marketing)
Notes: Includes index.
Table of contents: title: Setting context; title: The intuitive CMO (Intuit); title: The experiential CMO (Old Navy); title: The sprinter CMO (British Olympic Association); title: The change agent CMO (GE); title: The traveling CMO (VisitBritain); title: The larger than life CMO (Kodak); title: The player CMO (the Pac-12 Conference); title: The responsible CMO (IBM); title: The creative CMO (ADOBE); title: The mobile CMO (Renault-Nissan); title: The global imperative.