Chapter 16. Empowering Change from the Top Down
• How can CEOs manage the transformation of the marketing function?
• How does the CEO defy growth boundaries?
• How does the CEO encourage organizational skill sets for developing and applying insights?
• How can you apply positive risk management to convert insights into innovations quickly?
Now you can see that marketing is the holistic single-threaded system for driving growth from the starting point of insights through to the marketplace execution of new ideas, new products, new messages, and new customer experiences. Clearly, this definition of marketing is not limited to a department, a function, or a group of specialists. It’s a core capability of the enterprise that must be designed, built, ...
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