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Kellogg School of Management Professor Mohanbir Sawhney warns that marketing is suffering from twin crises: identity and accountability.
The Core
 
Branding can be a strategic asset for professional services firms—if important questions are answered first.
 
B2B Marketing
 
At trucking powerhouse Schneider National, VP of Corporate Marketing Tom Nightingale knows that growing market share means putting more drivers behind the wheel.
 
Emerging Technologies
 
Here are must-have technologies sure to put a jolt in your marketing message.
 
Role Models
 
The average CMO tenure is just short of two years. Here are a few words of advice for those who would like to stay longer.
 
Measuring Marketing
 
What's your return on investment? Four CMOs tell us what really counts, and why.
 
 
Greg Reid
 
Send your questions about measuring ROI to Yellow Truck CMO Gregory Reid. He'll get back to all of us.
Insider
 
An anonymous CMO tells how one person's wacky plans can be another's communication tool.
 
 


 

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September 2004 Cover

Why CMO? Why Now?
 
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Online Articles
Ethics Survey
 
A new survey of 300 marketing executives finds that they don't have to look very far to see unethical business practices. More
Collateral Damage
 
In which our intrepid reporter ventures into the future and returns with news from, well, the past. More
Guest Columnist
 
Companies are missing the beat with traditional ROI; instead, they need to measure the Return on Customer. More
 
David Weinberger questions John Battelle's enthusiasm for sell-side advertising. Is Weinberger right, or just cranky?
 
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