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9781409423157

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"'A goldmine of information and findings about how CMOs are incorporating social media and public relations in their marketing toolkit.' - Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'MaryLee Sachs, through her insightful interviews of CMOs, offers a unique view into the challenges faced by marketers today. What's clear is that a good CMO is not focused on reporting structure but rather on alignment between two critical disciplines (Marketing & PR) in the interest of driving growth for a business.' - Maryam Banikarim, CMO of Gannett Co. 'Never before have consumers had such opportunity to question, discuss and critique the brands and companies fighting for their attention. The traditional split between corporate and brand marketing have become irrelevant and almost every company is struggling to understand where PR belongs in the organization. This book addresses one of the most urgent and important challenges facing CMOs today and provides practical ""from the trenches"" examples, featuring many of today's leading CMOs. A real must read for today and tomorrow's CMO that want to build effective consumer dialogue.' Marc de Swaan Arons, Chairman, Effective Brands 'The Changing MO of the CMO"" is an up-close peek into the thinking of some of the world's most successful marketing communicators and leaders. MaryLee Sachs' expert analysis and commentary offers additional insights and lessons that will help anyone interested in how PR and communications can really make a substantial difference for an organization.' - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College ’Emerging media has emerged as the socialized way we now market and communicate. MaryLee offers insights and relevant examples that motivate us to move past traditional roles and embrace stakeholder engagement as the new MO for CMOs.’ - Christa Carone,"

'A goldmine of information and findings about how CMOs are incorporating social media and public relations in their marketing toolkit.' - Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'MaryLee Sachs, through her insightful interviews of CMOs, offers a unique view into the challenges faced by marketers today. What's clear is that a good CMO is not focused on reporting structure but rather on alignment between two critical disciplines (Marketing & PR) in the interest of driving growth for a business.' - Maryam Banikarim, CMO of Gannett Co. 'Never before have consumers had such opportunity to question, discuss and critique the brands and companies fighting for their attention. The traditional split between corporate and brand marketing have become irrelevant and almost every company is struggling to understand where PR belongs in the organization. This book addresses one of the most urgent and important challenges facing CMOs today and provides practical from the trenches examples, featuring many of today's leading CMOs. A real must read for today and tomorrow's CMO that want to build effective consumer dialogue.' Marc de Swaan Arons, Chairman, Effective Brands 'The Changing MO of the CMO is an up-close peek into the thinking of some of the world's most successful marketing communicators and leaders. MaryLee Sachs' expert analysis and commentary offers additional insights and lessons that will help anyone interested in how PR and communications can really make a substantial difference for an organization.' - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College 'Emerging media has emerged as the socialized way we now market and communicate. MaryLee offers insights and relevant examples that motivate us to move past traditional roles and embrace stakeholder engagement as the new MO for CMOs.' - Christa Carone, Chief Marketing Officer, Xerox 'In the Changing MO , MaryLee continues her quest to educate the industry and provide very real insight into brands from the US and UK, and even has time to include global behemoths as well...this book is a short sharp hit with a well thought out conclusion to the PR/Social/Marketing conundrum (which includes sage advice from one of my favourite marketing gods - Marc Pritchard from P&G)...' Mel Carson, www.melcarson.com

'A goldmine of information and findings about how CMOs are incorporating social media and public relations in their marketing toolkit.' - Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'MaryLee Sachs, through her insightful interviews of CMOs, offers a unique view into the challenges faced by marketers today. What's clear is that a good CMO is not focused on reporting structure but rather on alignment between two critical disciplines (Marketing & PR) in the interest of driving growth for a business.' - Maryam Banikarim, CMO of Gannett Co. 'Never before have consumers had such opportunity to question, discuss and critique the brands and companies fighting for their attention. The traditional split between corporate and brand marketing have become irrelevant and almost every company is struggling to understand where PR belongs in the organization. This book addresses one of the most urgent and important challenges facing CMOs today and provides practical from the trenches examples, featuring many of today's leading CMOs. A real must read for today and tomorrow's CMO that want to build effective consumer dialogue.' Marc de Swaan Arons, Chairman, Effective Brands 'The Changing MO of the CMO is an up-close peek into the thinking of some of the world's most successful marketing communicators and leaders. MaryLee Sachs' expert analysis and commentary offers additional insights and lessons that will help anyone interested in how PR and communications can really make a substantial difference for an organization.' - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College 'Emerging media has emerged as the socialized way we now market and communicate. MaryLee offers insights and relevant examples that motivate us to move past traditional roles and embrace stakeholder engagement as the new MO for CMOs.' - Christa Carone,

Author Information

MaryLee Sachs has over 25 years of experience in integrated marketing, most recently as US Chairman and Worldwide Director of Consumer Marketing for PR giant Hill and Knowlton. She has worked with and advised many blue chip organizations including Procter and Gamble, Kellogg's, PepsiCo, HSBC, Motorola, American Express, Frito-Lay, Porsche, Kodak and Anheuser-Busch. MaryLee has been based in the US for the last nine years where she has been an active member of the Marketing 50 and an advisor to The CMO Club. She served as a jury member for the PR category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, and she is a member of the Marketing Group of Great Britain, the Marketing Society (UK), PRSA and Advertising Women of New York.

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