The Chief Marketing Officer Matters
Abstract
Marketing academics and practitioners alike remain unconvinced about the chief marketing officer's (CMO's) performance implications. Whereas some studies propose that firms benefit financially from having a CMO in the C-suite, other studies conclude that the CMO has little or no effect on firm performance. Accordingly, there have been strong calls for additional academic research regarding the CMO's performance implications. In response to these...
Paper Details
Title
The Chief Marketing Officer Matters
Published Date
Apr 24, 2015
Journal
Volume
79
Issue
3
Pages
1 - 22
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