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The Trouble with CMOs
Whitler, Kimberly A; Morgan, Neil A.; Boyd, D. Eric; McGinn, Daniel; Tripodi, Joe; Welch, Greg; Fleit, CarenArticle HBS-R1704B-EMarketingThe top marketing job in the company is a minefield where many talented executives fail. In this issue we examine what makes the position so risky--and how firms can set CMOs up for success. In "Why CMOs Never Last," marketing professors Kimberly A. Whitler and Neil Morgan argue that something is deeply amiss between chief executives and their chief marketing officers. Eighty percent of CEOs don't trust or are unimpressed by their CMOs. Not surpr...Starting at €8.20
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What Western Marketers Can Learn from China
Whitler, Kimberly AArticle HBS-R1903D-EMarketingFor decades, Western executives of multinational brands seeking to expand globally have operated under a simple premise: Marketing content and channel selection should be customized to local markets, but Western marketing principles are universal. Firms are particularly quick to export media and ad strategies to developing markets, where advertising and media are more recent developments. Meanwhile, Chinese marketers have developed a unique appro...Starting at €8.20