Strategic Marketing for the C-suite

Viac o knihe

Focusing on the intersection of academic research and high-level marketing roles, this book highlights the importance of aligning marketing strategies with the priorities of C-suite executives, especially CMOs, CEOs, and CFOs. It argues that for academic insights to resonate throughout an organization, they must first be deemed relevant at the senior leadership level, ensuring that marketing practices are informed by solid research and tailored to executive interests.