oa Journal of Marketing - Chief marketers as change agents building performance-driven marketing organisations

Volume 2011, Issue 06
  • ISSN : 1811-9565



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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