Organizational transformation in a marketing operation: Role of the new CMO — Interview with Beth Weesner and Shawn Mielke of Marketing Transformation Services (MTS)

Autor:	Beth Weesner, Shawn Mielke
Rok vydání:	2008
Předmět:	Return on marketing investment Marketing management Digital marketing business.industry Computer science Marketing effectiveness Marketing business Marketing research Marketing mix Marketing strategy Marketing science
Zdroj:	Journal of Digital Asset Management. 4:176-187
ISSN:	1743-6559
DOI:	10.1057/dam.2008.29
Popis:	With new, disruptive trends such as social media heavily influencing marketing decisions, how do you market to the new, self-directed consumer? The new marketing operations executive understands that there is an art to marketing, can help develop management systems and platforms and processes for standardization, while leaving room for some creativity to occur.
Databáze:	OpenAIRE
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