Aligning Marketing with Business Objectives Leading CMOs on Developing Goals Communicating Internally and Externally and Managing Resources - Inside the Minds
Author: Aspatore Books Staff

Aligning Marketing with Business Objectives is an authoritative, insider s perspective on establishing and maintaining the marketing department s role as a key business enabler rather than a superfluous expenditure. Featuring marketing executives representing some of the top companies in the nation, Aligning Marketing with Business Objectives pr... more »ovides best practices for CMOs who are looking to maximize the value of marketing by supporting the business strategy. Driven by the demand for the marketing department to demonstrate bottom line impact, this book provides valuable insight for those looking to take marketing to the next step by playing a role in the development of core company goals and objectives. From anticipating market needs to communicating with customers to educating employees, these authors illustrate how encouraging constant internal and external dialogue leads to optimum business efficacy. Highlighting the importance of resource allocation in this increasingly cost-conscious economy, these authors detail the methods they use to ensure that they consistently remain connected with the management team by meeting regularly, identifying and solving problems through marketing, and outsourcing as needed. The different niches presented and the breadth of perspectives represented enable readers to get inside some of the leading marketing minds of today, as these insiders offer up their thoughts around the keys to positioning marketing as an indispensable business ally by keeping an ear to the ground and an eye on the budget. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters include: 1. Stephen Maitland-Lewis, Director, Marketing, The Daily Journal - "Get to Know Your Customer and Your Competitors" 2. Joe Andrulis, Senior Vice President and Group Manager, Wireless Solutions, RF Monolithics Inc. - "Improving Promotion Effectiveness in Emerging Markets" 3. David Pendergast, Senior Vice President, Marketing, TITAN Technology Partners - "Using Thought Leadership in Technology to Bring Value to Customers" 4. Kenneth M. Fine, Executive Vice President, Marketing, Financial Engines - "Identifying and Solving Problems through Marketing" 5. Mark Perkins, Executive Vice President and Director, Aerosonic - "Employing a Team Approach to Remain Forward Facing" 6. Dennis Rosenberg, Vice President, Marketing, Bacchus Vascular Inc. - "Utilizing Constant Internal and External Communication to Meet the Needs of the Market" 7. Donald W. Derheim, Executive Vice President, Marketing and Communications, KQED Northern California Public Broadcasting - "The Role of Marketing in Public Broadcasting" 8. Kevin Marasco, Senior Vice President, Marketing, Vurv Technology - "Marketing Strategies for Delivering Growth" 9. Mary Beth Pasqualicchio, Vice President and Marketing Director, Community Bank & Trust Co. - "Gathering Key Players During Product Development to Spread the Word"

ISBN-13: 9780314986825
ISBN-10: 0314986820
Publication Date: 2/29/2008
Pages: 72
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Publisher: Aspatore Books
Book Type: Paperback
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