Three principles to guide CMOs for success in a changing marketplace

Mike Linton

Journal of Brand Strategy, 2019, vol. 8, issue 1, 42-47

Abstract: This paper examines why the challenges facing today’s marketing leaders are especially daunting and how their role is evolving under pressure from multiplying marketing channels and technologies, fragmented audiences and an ever-increasing demand for content. The CMO has always been an essential change agent for a business, serving as the bridge that connects the company, the customer and the relevant marketing tools. But in order to meet expectations for both greater return on investment (ROI) and more creative storytelling, the author suggests marketing leaders draw on three tried and true marketing principles, updated for the demands of today’s business environment.

Keywords: marketing; chief marketing officer; marketing technology; marketing principles; marketing challenges; digital marketing; marketing storytelling; data analytics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:1:p:42-47

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