MARKETING is FINANCE is BUSINESS: How CMO, CFO and CEO cocreate iconic brands with sustainable pricing power in the new Galactic Age

MARKETING is FINANCE is BUSINESS: How CMO, CFO and CEO cocreate iconic brands with sustainable pricing power in the new Galactic Age

by Chris R. Burggraeve

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Overview

Chris will provide both inspiration and practical help to CEOs and their top teams on how to build successful brands in the new Galactic Age. Strap yourself in, as you will go for a rocket ride. Discover Burggraeve's 8 Fundamentals, the MC-Rocket tool, and the groundbreaking marketing excellence rating model: Alpha M™. Complete with free audit.

Product Details

ISBN-13: 9781532395109
Publisher: Vicomte
Publication date: 12/04/2018
Pages: 292
Product dimensions: 8.50(w) x 11.00(h) x 0.79(d)

About the Author

With 30+ years of experience, Chris is an award winning passionate global business marketer turned active advisor, investor, board member, academic and author. Prior to setting up his own company in NYC (VICOMTE LLC), he built world-class marketing capability and delivered results for global FMCG blue chips like P&G (90-95), The Coca-Cola Company (95-07), and Anheuser-Busch InBev (CMO 07-12). All details on his Linked In profile or www.vicomte.com.

Table of Contents

Preface: Why this book, and how to best navigate it? (pp)

STAGE 1 LOOK UP: ADOPT A NEW GALACTIC MINDSET

Chapter 1 Marketing and Finance are both Mars and Venus (pp)

Chapter 2 Mars is the new Moon (pp)

Chapter 3 The new Galactic Age: open for business (pp)

Chapter 4 Think Galactic, Act Galactic (pp)

STAGE 2 PREPARE FOR LAUNCH:BASICS BEFORE YOU FLY

Chapter 5 The Daedalus Paradox: why preparation matters (pp)

Test: ready to be a galactic marketer or investor? (pp)

Chapter 6 Key marketing models the CEO/CFO should know (pp)

Chapter 7 The one finance model the CMO should know (pp)

Chapter 8 Models work, but buyer beware (pp)

Chapter 9 From Marketing Dreams to Miracle$ (pp)

Certification: Congrats, business marketing wings (pp)

STAGE 3 LIFT OFF: SUCCESSFUL MARKETING IN THE GALACTIC AGE

Chapter 10 A new galactic marketing model (pp)

Marketing is not rocket science (pp)

Chapter 11 Fundamental 1 (why) - Pricing Power (pp)

Chapter 12 Fundamental 2 (why) - Purpose ( (pp)

Balancing Sin & Soul (pp)

Chapter 13 Fundamental 3 (what) - Brand Health (pp)

Chapter 14 Fundamental 4 (what) - Value Proposition (pp)

Chapter 15 Fundamental 5 (who) - Brand Business Leaders (pp)

Let Earth go (pp)

Chapter 16 Fundamental 6 (how) - The Power Toolbox

Chapter 17 Fundamental 7 (how) - Insights (pp)

Chapter 18 Fundamental 8 (how) - Excellence (pp)

Chapter 19 No shortcuts to marketing miracle$ (pp)

STAGE 4 ESCAPE VELOCITY: SUCCESSFUL INVESTING IN A GALACTIC AGE

Chapter 20 Beyond financial ratings (pp)

Rating models: buyer beware (pp)

Chapter 21 A new galactic marketing rating

Chapter 22 The new Alpha M Audit for CEOs (pp)

Chapter 23 Where the galactic money will go (pp)

Epilogue: Marketing in the Cyborg Age (pp)

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