MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack of control over how brands are perceived? Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond to and prepare for their new responsibilities. It illustrates how PR can provide: ¢ authenticity, relevance and advocacy to marketing; ¢ integration of an organization's approach to paid, owned and earned media channels; ¢ a strategic risk management tool for assuring reputation and managing crisis communication. Changing the traditional roles of marketing and communications may be an imperative for organizations. That doesn't make it easy. This readable and credible short guide provides a sense of the opportunities and obstacles involved and the vision required to change the culture of marketing and communications. The Changing MO of the CMO is an important book for developing a new model of marketing; it should be read by all CMOs charged with defining and implementing changes.
|Publisher:||Taylor & Francis|
|Product dimensions:||6.70(w) x 9.70(h) x 0.50(d)|
About the Author
MaryLee Sachs has over 25 years of experience in integrated marketing, most recently as US Chairman and Worldwide Director of Consumer Marketing for PR giant Hill and Knowlton. She has worked with and advised many blue chip organizations including Procter and Gamble, Kellogg's, PepsiCo, HSBC, Motorola, American Express, Frito-Lay, Porsche, Kodak and Anheuser-Busch. MaryLee has been based in the US for the last nine years where she has been an active member of the Marketing 50 and an advisor to The CMO Club. She served as a jury member for the PR category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, and she is a member of the Marketing Group of Great Britain, the Marketing Society (UK), PRSA and Advertising Women of New York.
Table of Contents
Contents: Introduction; Setting context; The intuitive CMO: Intuit, Inc; The experiential CMO: Old Navy; The sprinter CMO: British Olympic Association; The change agent CMO: GE; The traveling CMO: VisitBritain; The larger-than-life CMO: Eastman Kodak; The player CMO: the Pac-12; The responsible CMO: IBM; The creative CMO: Adobe Systems Incorporated; The mobile CMO: Nissan Motor Co. Ltd; The global imperative; Conclusion; Index.
Most Helpful Customer Reviews
The Changing MO is an excellent book for all business professionals. The book explores how important the brand reputation is to drive a more holistic approach to marketing which includes engagement and public relations. The book is based on interviews with leading CMO's. Although the focus is on the CMO in particular, each chapter disects a business leaders role within an organization and how that role fits into the larger organization. The book was very well written, researched and the information is way beyond "nice to know", it is meant for deep thinking and analysis that will provide leading executives with insight to be adapted for their particular situation. The book does not provide answers per se as few business sectors are alike- however, it provides a deep analysis that allows the reader to ask themselves questions and likely answers to their particular situation that is executable immediately. This is a must read for all C level executives, regardless of your area of expertise. This book will be on my desk for reference often and will not collect dust on my shelf!