- Description
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Details
This book examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO). Unless academic research is relevant at the C-suite level, it is unlikely to be paid much attention lower down the organization. - Additional Information
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Additional Information
Author MIDGLEY Publisher Now ISBN 9781680830569 - Reviews
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