Strategic Marketing for the C-suite

A Review of the Research Literature and its Relevance to Senior Executives

Autori

• David Midgley

Parametri

Pagine

214pagine

Tempo di lettura

8ore

• Economia e affari

Maggiori informazioni sul libro

Focusing on the intersection of academic research and high-level marketing roles, this book highlights the importance of aligning marketing strategies with the priorities of C-suite executives, especially CMOs, CEOs, and CFOs. It argues that for academic insights to resonate throughout an organization, they must first be deemed relevant at the senior leadership level, ensuring that marketing practices are informed by solid research and tailored to executive interests.

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Lingua: Inglese

Pubblicato: 2015

(In brossura)