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Marketing & Sales

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 campaigns or making a splash with social media is the predictable path, think again. According to a study conducted by executive search consultant and career expert Kathryn Ullrich, only 34 percent of CMOs and VPs of marketing arrive at the ...

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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. His main frustration is with a founder CEO who, having been responsible for marketing early in his career, insists on micromanaging marketing. This CMO has been on the job less than two years and is already ready to jump ship. ...

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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?

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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.

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Unsubstantiated Public Attacks: Learning from the Toyota Recall Crisis

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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?

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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.

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Should CEOs Use Social Media?

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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.'

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