Endnotes
Chapter 1
1. See Kate McArthur, “CMO’s, You Have 23 Months to Live,” Advertising Age (June 19, 2006): 1, 25; David Court, “The Evolving Role of the CMO,” The McKinsey Quarterly, no. 3 (2007): 28–39; Mercedes M. Cardona, “CMO’s Under Fire,” Advertising Age (May 3, 2004): 1, 81; Martha Rogers, “ROC [return on customer]: The CFO Is Not the Enemy,” 1-to-1 Weekly (April 30, 2007): 2–3; and John Quelch, “The Rise and Fall of the CMO,” (Harvard Business School Paper presented at the Columbia Club, New York City, November, 2005).
2. “Fifth Annual ANA/MMA Marketing Accountability Study.” New York: Association of National Advertisers, June, 2008; “Fourth Annual ANA/MMA Marketing Accountability Study.” New York: Association of National ...
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