ECON 1 Lecture Notes - Lecture 18: Predicable, New Media, Microtargeting
Document Summary
The cmo and the future of marketing day & malcolm (2012) The roles, responsibilities and influence of the chief marketing officer will evolve depending on the interplay of three driving forces: the changing role of the c-suite. For cmos to thrive and survive in a collaborative c-suite, they will have to adopt a general management mindset and earn the respect of others with fact-based analyses. Skills: strong communication, willingness to partner and strategic thinking: predictable trends in the marketplace. Predicable consequences of these trends will make markets more complex and fragmented. These trends have exciting prospects for marketers who will be expected to be creative and tech-savvy global thinkers and result-oriented leaders: uncertainty about the economic climate and organizational design in the future. Two uncertainties that are most informative and potentially influential: dominant organizational models (spectrum from traditional/closed to open network, system-wide resources (spectrum from abundant vs. scarce)
