Getting in with the “In” crowd: how to put marketing back on the CEO’s agenda

Purpose – Despite efforts by researchers and managers to better link marketing activities with business financial outcomes, there is general agreement that by and large chief marketing officers (CMOs) (and marketing in general) have lost strategic decision-making influence within organizations. The...

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Bibliographic Details

Main Authors:	Philipp Klaus, Bo Edvardsson, Timothy L. Keiningham, Thorsten Gruber
Format:	Default Article
Published:	2014
Subjects:	Other commerce, management, tourism and services not elsewhere classified Strategy CEO CMO Emerging Consensus Technique (ECT) Role of marketing Strategic decision making Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/14393
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