Скачать или смотреть CEO Perspectives: Repositioning of the Marketing Profession (Webcast)

“What is likely to predispose you to bother to click? The marketer probably wants to know who you are, what you stand for, or where you've come from, and who else is buying. So some of the “old-fashioned” techniques about brand building and some of the modern techniques about instant interaction—that should be almost nirvana for a marketer to shortcut what we used to call the ‘customer journey.’ ”
— Ivan Pollard, Center Leader, Marketing & Communications, The Conference Board, and former Chief Marketing Officer at General Mills

In this episode of CEO perspectives, The Conference Board President and CEO Steve Odland sits down with Ivan Pollard, Center Leader, Marketing & Communications, The Conference Board, and former Chief Marketing Officer at General Mills. Odland and Pollard discuss the business function that has arguably changed more than any other in the 21st century: marketing. Tune in to find out:
 How marketing has evolved over the last 30 years vs. marketing’s tactical world today
 How the best companies leverage their marketing talent —internally and externally
 What CMOs need from CEOs today—and vice versa