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The changing MO of the CMO : how the convergence of brand and reputation is affecting marketers /

by Sachs, MaryLee.
Published by : Gower, (Burlington, VT :) Physical details: xiv, 103 p. : ill. ; 25 cm. ISBN: 1409423158 Subject(s): Branding (Marketing) | Public relations. Year: 2011
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library 658.827 S121 (Browse Shelf) Available JBC/2011/10730
Book Book AUM Main Library 658.827 S121 (Browse Shelf) Available JBC/2011/10730

Includes index.

Setting context -- The intuitive CMO (Intuit) -- 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 (Kodak) -- The player CMO (the Pac-12 Conference) -- The responsible CMO (IBM) -- The creative CMO (ADOBE) -- The mobile CMO (Renault-Nissan) -- The global imperative.

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