Sometimes marketing a brand and a company is too important to be left to the marketers alone. When brand refinement or redefinition is part of a strategic plan, its significance requires CEO attention.
CEOs: Your marketing department could be chasing after the wrong advertising objective—one of ad efficiency, which tracks the proverbial set of “eyeballs” rather than the sale.
CEOs have a clear choice: Define yourself via social media tools—or let your detractors do it for you.
In 1970, Milton Friedman argued strenuously that the social responsibility of business is, above all, to increase profits. In an article for The New...