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Marshall Goldsmith

Cost Center

Advice for Marketing Executives During Tough Times

Marshall Goldsmith

AUGUST 15, 2011

Here are her ideas and reflections: Chief Marketing Officers (CMOs) are usually under pressure because most organizations see marketing as a cost center and are not aware of how it is contributing to the bottom line. For an insider's perspective, I've asked Susanne Lyons, former CMO at Visa and Charles Schwab, to answer your question.

Advice

Advice Execution Marketing Prahalad

The Changing Role of the CMO

Marshall Goldsmith

NOVEMBER 30, 2010

Many businesses view marketing as a cost center without recognizing how it contributes to the bottom line. But I believe the most dramatic changes are happening internally, especially in this tougher economy. Right now, every dollar needs to work harder, and marketing. CMOs in particular. are under more pressure than ever.

Metrics

Metrics Bottom-up Budgeting Marketing

Marshall Goldsmith

Advice for Marketing Executives During Tough Times

The Changing Role of the CMO

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