Robert Sawatzky
Nov 16, 2016

Why marketers need some marketing

Embattled. Underfunded. Lacking control. Viewed as ineffective. Many Asian CMOs are kept out of the corporate inner circle. Time for them to lead, says author Thomas Barta.

Thomas Barta

It’s an unwelcome paradox in the world of marcomms. CMOs are expected to be rock stars at crafting the most compelling cases for brand loyalty and support. Yet too often, they fail to secure the confidence of top decision makers and allow their own reputations to diminish internally.

“They’re not doing very well,” says Thomas Barta, who flags the problem in The 12 Powers of a Marketing Leader, the book he co-authored along...

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