What do CEOs want from marketing?

Fiona Stewart, Anthony Freeling and Fran Cassidy

A recent research Programme undertaken by McKinsey and the Marketing Society among CEOs and CMOs investigated current perceptions of marketing.

What Do CEOs Want From Marketing?

Anthony Freeling McKinseyFiona Stewart AntennaeFran Cassidy The Cassidy Media Partnership

Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition.

This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of ...

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