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Marketing’s Renaissance by Committing to Improve CX

Theodor Purcarea

Holistic Marketing Management Journal, 2017, vol. 7, issue 3, 30-47

Abstract: It’s the time of CX initiatives, of the harmony between CMI and CHS, between company’s CMO and CCO. It’s the time of realizing the 360-degree customer view, revenue-focused marketers acting to reduce the risk of experimentation and to support the fast-paced change, to consider advertising and content together, to leverage the power of customer data, and increasingly competing on the basis of improving CX, leveraging the proper data science tools and methods, fueling better business decisions, and faster. Looking to the future, marketing organization’s is challenged to become more agile, engaging, and effective, marketers being forced to engage in seamless conversations with customers across channels and devices, taking full advantage of new digital and advanced analytics tools, and better understanding customer value, customer data, and customer journey, making the difference between what is important, and for who. CMO is facing an increased responsibility, and need to prove the necessary skills, becoming the voice of the customer at the leadership table, and playing a key role in company’s life and performance.

Keywords: Stakeholder-centric companies; CX; CCO; CHS; CMI; CMO (search for similar items in EconPapers)
JEL-codes: L84 L86 M31 O33 (search for similar items in EconPapers)
Date: 2017
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