25 lessons from marketing masters
Ken Beaulieu
Today's marketing profession is, in a sense, much like playing Whac-a-Mole. Just when you think you have one challenge beaten, up pops another. Then another. It's enough to make restless chief marketing officers want to hit themselves over the head with a mallet.
Despite the wealth of game-changing tools to grow brands, boost revenue, and build stronger bonds with customers, never before have CMOs felt as underprepared to manage the impact of key changes in the marketing landscape, a global study by IBM found. And this comes at a time when marketers are...