Stewarding the brand for profitable growth
Subtitle: CMO priorities in an era of heightened investment scrutiny
By: Marketing Leadership Council
Publisher: Corporate Executive Board
Published: 2001
Place of publication: Washington, DC
Language: eng
Number of pages: 231
Subjects: Corporations; Growth; Marketing; Management; Case studies; Brand name products; Economic aspects
Notes: "Draft."

"Brand investments under fire, New missions for the Chief Marketing Officer, Inflecting marketing returns through principled brand investments, Measuring marketing performance."

Includes case studies of BMW, British Airways, FedEx, General Electric Co., Hewlett-Packard Co., Kraft Foods, Unilever, Walt Disney Co.

"Catalog no.: MLC12WEW8"--P. v.