Marketing’s progress beyond its heritage functions: New Marketing, New CMO, and the Revenue Potential
Holistic Marketing Management Journal, 2017, vol. 7, issue 2, 18-28
There is a clear pressure for marketers of proving their impact on company’s revenue, better understanding what technology drives company’s go-to-market strategy, and the relation between revenue relationship models in customer experience, knowing that customers are driving up revenue risk which is serving to accelerate companies’ CX initiatives. The modern CMO is seen now as the voice of the customer in the organization, and he is challenged to mix data science, technology and marketing know-how with experience, always having a proper marketing plan, and capitalizing on the numerous opportunities in transforming CX, keeping pace with the evolution to real-time CX.
Keywords: Revenue strategy; CX; new marketing; CMO and CMS; CXM and BXM customer inspiration; influencer marketing (search for similar items in EconPapers)
JEL-codes: L84 L86 M31 O33 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:7:y:2017:i:2:p:18-28
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