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Three principles to guide CMOs for success in a changing marketplace

Author

Listed:
  • Linton, Mike

Abstract

This paper examines why the challenges facing today’s marketing leaders are especially daunting and how their role is evolving under pressure from multiplying marketing channels and technologies, fragmented audiences and an ever-increasing demand for content. The CMO has always been an essential change agent for a business, serving as the bridge that connects the company, the customer and the relevant marketing tools. But in order to meet expectations for both greater return on investment (ROI) and more creative storytelling, the author suggests marketing leaders draw on three tried and true marketing principles, updated for the demands of today’s business environment.

Suggested Citation

  • Linton, Mike, 2019. "Three principles to guide CMOs for success in a changing marketplace," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(1), pages 42-47, June.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:42-47
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    More about this item

    Keywords

    marketing; chief marketing officer; marketing technology; marketing principles; marketing challenges; digital marketing; marketing storytelling; data analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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