The Changing MO of the CMO: How the Convergence of Brand and Reputation is Affecting Marketers

The Changing MO of the CMO: How the Convergence of Brand and Reputation is Affecting Marketers

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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… (more)

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Book Details  


Publisher: Gower (July 01, 2011)

Format: EPUB

Page count: 120 pages

File size: 2.5 MB

Protection: DRM

Language: English


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