Change Agents

Crosby, Lawrence A.; Johnson, Sheree L.
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p12
The article discusses the role of chief marketing officers (CMOs) in creating customer-loyalty center business enterprises. Business leaders are working hard to figure out how to manage customers as a strategic asset and get their organizations focused on and aligned with the customer. In partnership with chief executive officers, the CMOs are in the perfect position to be chief change agents for organizations, as they set their agendas for growth through customer loyalty. Fulfilling the role requires knowing the customer, making the linkage to business results and engaging crossfunctional cooperation.


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