oa Journal of Marketing - Chief marketers as change agents building performance-driven marketing organisations
|Article Title||Chief marketers as change agents building performance-driven marketing organisations|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Jun 2011|
|Issue||Jun / Jul 2011|
Chief marketing executives are now challenged to reshape, restructure and re-skill their organisations. Marketing groups must now be accountable for demand generation and market differentiation through integrated, multi-channel campaign management. This requires new competencies and knowledge in business analytics, database management, strategic planning, digital marketing, field sales, channel operations and financial modeling
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