Thomas Barta
Apr 25, 2017

Pirates or navy officers? Asian CMOs must get in sync

There is a worrying disconnect between Asian marketers’ achievement and sense of success—but there is a simple solution.

Thomas Barta

For years Asian CEOs have wanted their companies to be more customer oriented. In today’s digital world, where consumers can quickly compare products and services, true customer focus has even become a matter of company survival. Marketers are lynchpins for this customer focus. In principle, therefore, the marketing spot in the organisation should be exalted. Yet in Asia, marketers still struggle to influence the big company decisions. 

Despite endlessly saying they want to...

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