Apress - Chief Marketing Officers At Work (2016 EN)

Author: Josh Steimle
Full Title: Chief Marketing Officers At Work
Publisher: Apress; 1st ed. edition (August 5, 2016)
Year: 2016
ISBN-13: 9781484219300 (978-1-4842-1930-0)
ISBN-10: 1484219309
Pages: 330
Language: English
Genre: Marketing
File type: PDF (True)
Quality: 10/10
Price: $28.49


This book contains 29 exclusive, in-depth interviews with chief marketing officers like Jeff Jones of Target, Linda Boff of GE, Brian Kenny of the Harvard Business School, Trish Mueller of The Home Depot, and Seth Farbman of Spotify.

This book will help C-level executives and others who interface and collaborate with marketing departments to understand how marketing drives growth at both startup and enterprise levels, and how marketing has moved from art to science. Trends in digital marketing, analytics, and marketing automation have pushed marketing to adopt data-driven approaches that would make a CFO's head swim. Marketing increasingly overlaps with business functions that were previously viewed as separate and distinct like sales, HR and recruiting, customer service, operations, and technology. This change in the status quo requires individuals in these roles to better understand how marketing works and how it can help them achieve their objectives, and the interviews in this book deliver those insights.


Who Should Read This Book?
✓ CMOs, other marketing executives, and aspiring marketing executives
✓ C-level executives
✓ Advertising execs, media planners, public relations professionals, digital marketers, and other marketing professionals
✓ Advertising agencies and marketing and PR firms
✓ Entrepreneurs
✓ All others who interface with marketing functions in their own roles

What the Reader Will Learn
✓ How chief marketing officers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their job entails, and the skills they use to thrive in the CMO role
✓ How top marketing executives adapt to changes impacting their jobs in the areas of technology, language, and culture
✓ How the CMO works in an environment of ever-increasing collaboration where the roles of CEO, CTO, COO, and CMO are blurring
✓ How the CMO role is now dominated by data rather than gut decisions

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