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CMOs: Good to Great

What attributes make a great, rather than merely good, CMO? Egon Zehnder International, a global leader in the recruitment and [...]

John Kador Marketing & Sales July 25 2011

The View from Marketing: How to get the most from your CMO

According to a new survey by Spencer Stuart, the tenure of your Chief Marketing Officer is going to be brief — the average CEO will go through two CMOs during their tenure. So, it’s important to know how to make the time you have with each CMO as effective as possible.

John Kador Marketing , Marketing & Sales , Talent Management July 25 2011

Where Do CMOs Come From?

What’s the career path for the typical CMO? If you think being a wizard at brand management, developing memorable ad [...]

John Kador Marketing & Sales July 25 2011

Do’s and Don’ts from a Disgruntled CMO

We received a call from a very frustrated executive currently working as CMO of a large company in the Midwest. [...]

John Kador Marketing & Sales , Talent Management July 25 2011

The Marketing Revolution: What Does the Future Look Like?

There are now so many nuanced ways to reach and interact with your audience that every company’s strategy is going to be different. Some have found success with good, old-fashioned television commercials. And others have found that despite interest in word-of-mouth marketing and viral videos, conversions really take place within one degree of the original marketing. So, is marketing undergoing a change so profound that it can be compared to the Industrial Revolution?

ChiefExecutive.net CEO Briefing Newsletter , Marketing & Sales July 22 2011

3 Ways to Avoid Your Own Netflix Pricing Fiasco

Earlier this week when Netflix announced a price increase of up to 60%, the uproar from customers was widespread and vitriolic. What Netflix forgot is that pricing is actually a function of marketing. Like most pricing fiascos, the problem was not the actual price increase; it was in the communication about the change. Pricing is too often thought of as marketing only after the backlash happens.

Lincoln Murphy CEO Briefing Newsletter , Leadership & Strategy , Marketing & Sales July 14 2011
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Unsubstantiated Public Attacks: Learning from the Toyota Recall Crisis

When faced with serious recalls in late 2009 and early 2010, Toyota had important strategy decisions to make. Though they knew that there were not any engineering flaws (as NASA confirmed in 2011), Toyota decided to take the blame. Instead of pointing fingers, the Japanese automobile manufacturer dealt with the crisis in a way that made them stronger as a brand. What can other companies learn from Toyota’s PR nightmare?

Jeffrey K. Liker and Timothy N. Ogden Crisis Management , Leadership , Leadership & Strategy , Marketing & Sales , Public Relations June 13 2011

Do CEOs Read History?

A recent analysis of Microsoft tells a familiar tale, one where an aging CEO loses touch with the core integrity of a brand. It seems that leadership style and age perhaps go hand in hand, and it may not be the right decision to put an older CEO in charge of a growing company.

Bob Donnelly Branding June 8 2011

How Social Networking Will Change Air Transportation

Delta adopts social networking to enhance group travel, and the private jet charter industry uses social networking to create “group-then-go” charters. How will mobile communication change air travel?

Greg Cirillo Internet , Marketing & Sales , Technology May 3 2011
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Should CEOs Use Social Media?

With over 150 million Americans using social networks, it has become imperative for businesses to adopt these platforms as well. There are distinct leadership, learning, business benefits to jumping on the bandwagon. The debate is not about ‘when’ but ‘how.’

Mike Myatt Internet , Leadership & Strategy , Marketing & Sales , Technology , Technology May 2 2011

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