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Marketing’s progress beyond its heritage functions: New Marketing, New CMO, and the Revenue Potential

Author

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  • PURCAREA, Theodor

Abstract

There is a clear pressure for marketers of proving their impact on company’s revenue, better understanding what technology drives company’s go-to-market strategy, and the relation between revenue relationship models in customer experience, knowing that customers are driving up revenue risk which is serving to accelerate companies’ CX initiatives. The modern CMO is seen now as the voice of the customer in the organization, and he is challenged to mix data science, technology and marketing know-how with experience, always having a proper marketing plan, and capitalizing on the numerous opportunities in transforming CX, keeping pace with the evolution to real-time CX.

Suggested Citation

  • PURCAREA, Theodor, 2017. "Marketing’s progress beyond its heritage functions: New Marketing, New CMO, and the Revenue Potential," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(2), pages 18-28, June.
    • Handle: RePEc:hmm:journl:v:7:y:2017:i:2:p:18-28
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v7i2/3.pdf
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    More about this item

    Keywords

    Revenue strategy; CX; new marketing; CMO and CMS; CXM and BXM customer inspiration; influencer marketing;
    All these keywords.

    JEL classification:

    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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