Articles

Yes, the Chief Marketing Officer does matter by Peter Ebbes ©Fotolia

It's often difficult to quantify the results of marketing campaigns, and chief marketing officers (CMOs) often struggle to prove their worth to their board and to preserve their budgets in times of spending cuts. A new study sheds light on the effect of CMO presence on firm performance and even shows which firms benefit most from having a CMO in their top management team.

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Organizations located in the same industry can make vastly different choices. The majority may (...)

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