A01=MaryLee Sachs
Adobe Systems Incorporated
AOR
Arco
Author_MaryLee Sachs
Building Retention
C M O
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Category=KJSP
Category=KJU
CCO
chief
CHIEF MARKETING OFFICER
CMO
Consumer PR
corporate
crisis communication strategies
digital media integration
Dotted Line Reporting
earned media analysis
Eastman Kodak Company
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eq_business-finance-law
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Football Bowl Subdivision
IBM Brand
Integrated Marketing
integrated marketing communications model
KPI
LOCOG
marketing
Marketing Operations
media
NBC
NBC Universal
NCAA Division
officer
organisational culture change
PR Discipline
president
Refocused
Renault Nissan Alliance
reputation management
senior
social
strategic communications
tin
vice
Washington State University
Word Of Mouth
Product details
- ISBN 9781409423157
- Weight: 380g
- Dimensions: 174 x 246mm
- Publication Date: 28 Jun 2011
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack of control over how brands are perceived? Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond to and prepare for their new responsibilities. It illustrates how PR can provide: ¢ authenticity, relevance and advocacy to marketing; ¢ integration of an organization's approach to paid, owned and earned media channels; ¢ a strategic risk management tool for assuring reputation and managing crisis communication. Changing the traditional roles of marketing and communications may be an imperative for organizations. That doesn't make it easy. This readable and credible short guide provides a sense of the opportunities and obstacles involved and the vision required to change the culture of marketing and communications. The Changing MO of the CMO is an important book for developing a new model of marketing; it should be read by all CMOs charged with defining and implementing changes.
MaryLee Sachs has over 25 years of experience in integrated marketing, most recently as US Chairman and Worldwide Director of Consumer Marketing for PR giant Hill and Knowlton. She has worked with and advised many blue chip organizations including Procter and Gamble, Kellogg's, PepsiCo, HSBC, Motorola, American Express, Frito-Lay, Porsche, Kodak and Anheuser-Busch. MaryLee has been based in the US for the last nine years where she has been an active member of the Marketing 50 and an advisor to The CMO Club. She served as a jury member for the PR category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, and she is a member of the Marketing Group of Great Britain, the Marketing Society (UK), PRSA and Advertising Women of New York.
