Global Cmo by Greg Paull
Digital Transformation has changed the modern marketing playbook. As the landscape shifts, global marketers have to balance advancing unique organizational initiatives with the transformation of their entire sector. In this new environment, what can a CMO do to stay ahead of the curve? Global CMO features insights from interviews with eighteen leading global CMOs responsible for bringing their brands into the future across drastically different markets. The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Through these detailed discussions with the CMOs, independent marketing consultancy R3 seeks to uncover the common threads, solutions, and best practice to drive effectiveness and efficiency. Any practitioneror observerof marketing globally, regionally, or locally will find this a powerful resource.
Goh, Shufen: - ShuFen Goh is the co-founder and Principal of R3. With over two decades of experience in the creative industry and with corporate brands, she is a pioneer in advancing the practice of marketing effectiveness through optimization of agency partnerships and measurement, working with companies such as Coca-Cola, Johnson & Johnson, Unilever, Visa and MasterCard. ShuFen also serves as the President of the Institute of Advertising Singapore, chairperson of the regional APPIES awards, and sits on several boards including Singapore National Gallery, Design Masterplan Committee and the MasterCard Digital & E-Commerce Advisory.
| SKU | Unavailable |
| ISBN 13 | 9781684018482 |
| ISBN 10 | 168401848X |
| Title | Global Cmo |
| Author | Greg Paull |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Mascot Books |
| Year published | 2018-05-01 |
| Number of pages | 240 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |