What's keeping CMOs awake at night? : the lead

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.

• 저널Journal of Marketing · 2012(—) · 20–23
• 토픽Business Strategies and Innovation · Strategy and Management
• 저자Kerryn Le Cordeur