New Landscape Requires Expanded Marketing Leadership

Weiss, Rhoda
October 2010
Marketing Health Services;Fall2010, Vol. 30 Issue 4, p6
Academic Journal
The article discusses the author's view on the role of marketing executives in a company's success. He states that chief executive officers (CEOs) must understand and appreciate the critical role marketing executives can play in all aspects of organizational success. The author points out that the marketing executive's role presents unique opportunities to showcase, strengthen, and expand the organization's reach. Moreover, he offers tips on improving marketing strategies such as valuing their works, monitoring their career, and meeting goals and objectives.


Related Articles

  • CMOs under pressure to develop new skills. Maddox, Kate // B to B;5/7/2007, Vol. 92 Issue 6, p1 

    The article reports on the challenges faced by chief marketing officers (CMOs) that include intense pressure and high expectations from top management of firms in the U.S. These CMOs are developing cross-functional skills including process development, operations management, strategic...

  • Laying the foundation for the future of your business. Walsh, Thomas // Business Journal (Central New York);4/21/2006, Vol. 20 Issue 16, p22 

    The article reflects on the responsibility of business leaders in creating a strategic plan for the future of the business. It asserts the role of the CEO to lead the action for a company's progress. It suggests that the starting points are strengths, weaknesses, opportunities, and threats for...

  • Marketing Performance Measurement Ability and Firm Performance. O'Sullivan, Don; Abela, Andrew V. // Journal of Marketing;Apr2007, Vol. 71 Issue 2, p79 

    Marketing practitioners are under increasing pressure to demonstrate their contribution to firm performance. It has been widely argued that an inability to account for marketing's contribution has undermined its standing within the firm. To respond to this pressure, marketers are investing in...

  • MARKETING 101. Adrienne, Lenhoff // Smart Business Detroit;Feb2012, Vol. 8 Issue 1, p6 

    The article discusses items that chief executive officers (CEO) should know about the manner in which the sales and marketing teams interpret the marketing strategy of the company. It states that CEOs should ensure that both teams are aware of the history, present status, and the future...

  • Dynamic Strategic Thinking. Dickson, Peter R.; Farris, Paul W.; Verbeke, Willem J. M. I. // Journal of the Academy of Marketing Science;Summer2001, Vol. 29 Issue 3, p216 

    Market analysts and marketing strategists stress understanding the fundamental dynamics of a market, but how deeply do they think about the interplay of such fundamentals and what frameworks do they use in such thinking? How do business schools teach managers to think this way? The premise of...

  • YOUR SEAT HERE. James, Dana // Marketing News;9/16/2002, Vol. 36 Issue 19, p1 

    This article presents information on marketing researchers. Marketing researchers, while certainly not plagued by the crisis in reputation that many CEOs and CFOs are facing in the wake of widespread corporate malfeasance are nonetheless trading to bolster their image and redefine their role...

  • WHY SMART COMPANIES DO DUMB THINGS. Kawasaki, Guy // Smart Business Cincinnati/Northern Kentucky;Aug2012, p6 

    The article focuses on how smart companies can prevent any wrong decisions which could affect the business. It notes that executives must assert, believe, and act in a way that can convince employees that diversity of thoughts and differences of opinions are good things. It mentions that chief...

  • Nxt Gen Alumni: Lessons from Next Generation Power 100.  // Marketing (00253650);11/1/2015, p1 

    The article offers tips on how to become a flexible marketer. Suggestions include be inspired by other sectors, following the instincts, and looking for a perfect timing in start-ups. It also recommends to be prepared, and not to overplan or overthink things, as well as understand what is...

  • The Only Thing Harder Than Rearing Children Or Caring For The Elderly? Managing Marketing Officers. Ball, Roger // Credit Union Journal;6/4/2007, Vol. 11 Issue 22, p10 

    The article provides tips on how to manage exceptional marketing officers. According to the author, marketers should take care of themselves because sensible people tend to destroy themselves by not sleeping and eating properly. He also suggests that marketers should be very conscious that chief...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics