How executives talk
Abstract
Purpose This paper aims to explore how chief executive officers (CEOs) and C-suite marketing executives (chief marketing officers [CMOs], chief customer officers [CCOs], chief branding officers [CBOs], etc.) talk about marketing concepts to better understand how marketers can more effectively articulate their value and increase their strategic influence within the firm. Design/methodology/approach Artificial intelligence-enabled computerized...
Paper Details
Title
How executives talk
Published Date
Jan 31, 2020
Volume
54
Issue
3
Pages
546 - 569
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