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The First-year CMO: Leading CMOs on Understanding the Company, Evaluating Current Campaigns, and Instituting Best Practices

The First-year CMO: Leading CMOs on Understanding the Company, Evaluating Current Campaigns, and Instituting Best Practices (Paperback)

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The First-Year CMO is an authoritative, insiders perspective on strategies for succeeding as a CMO in the first year at a new company. Featuring CMOs representing some of the top companies in the nation, The First-Year CMO provides best practices for gaining credibility, prioritizing goals, and attracting new customers while retaining the existing buyer baseall in the initial twelve months on the job. Aware that the departing CMO can serve as an invaluable resource to the incoming executive, the authors describe how to leverage this relationship for optimum results. Driven by the demand for marketing to embrace more of a calculated role in the companys overall strategy, the authors explain how to efficiently evaluate current marketing campaigns, obtain input from the management team, and present a strong vision that your new colleagues will embrace. From cultivating key relationships to learning the companys products to evaluating the existing team, these authors walk through how to best become familiar with the new companys people, products, and practices. Underlining the importance of seeking to understand before being understood in this diverse business climate, the authors demonstrate how to bring a fresh perspective without completely undermining the marketing departments unique cultureand employee moraleby continuing methods that were successful in the past and improving on the ones that were not. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the leading marketing minds of today, as these insiders offer up their thoughts around the keys to effectively assuming the role of the new CMO.

BusinessBusiness & managementBusiness strategy Publisher: Cengage Learning, Inc Publication Date: 30/04/2008 ISBN-13: 9780314987129  Details: Type: Paperback Format: Books
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