oa Journal of Marketing - What's keeping CMOs awake at night? : the lead
|Article Title||What's keeping CMOs awake at night? : the lead|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Author||Kerryn Le Cordeur|
|Publication Date||Feb 2012|
|Pages||20 - 23|
|Issue||Feb / Mar 2012|
A new IBM study reveals that the majority of the world's top marketing executives recognise a critical and permanent shift occurring in the way they engage with their customers. The Global Chief Marketing Officer Study, based on face-to-face conversations with more than 1 700 chief marketing officers from 64 countries (including South Africa) and 19 industries, also reveals that most marketing organisations feel ill-prepared to manage the change.
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