The Changing MO of the CMO : How the Convergence of Brand and Reputation is Affecting Marketers (Hardcover)

Contents: Introduction; Setting context; The intuitive CMO: Intuit, Inc; The experiential CMO: Old Navy; The sprinter CMO: British Olympic Association; The change agent CMO: GE; The traveling CMO: VisitBritain; The larger-than-life CMO: Eastman Kodak; The player CMO: the Pac-12; The responsible CMO: IBM; The creative CMO: Adobe Systems Incorporated; The mobile CMO: Nissan Motor Co. Ltd; The global imperative; Conclusion; Index.