Description
Global Marketing Leadership Strategies provides an authoritative, insiders perspective on managing the marketing function in an increasingly competitive global environment. Featuring articles by leading marketing executives from some of the top companies around the world, this book offers readers an inside look at aligning marketing with business goals, addressing customer needs, and positioning the department as a valuable contributor rather than an often perceived cost center. From social media and mobile marketing to innovative online videos, these experts explore ways to proactively leverage transformational technologies to drive business results and strengthen customer relationships. Additionally, these executives discuss the importance of encouraging accountability, leveraging and analyzing data, and effectively balancing local and global customer experience strategies. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the leading marketing minds of today, as these top executives offer their thoughts on leading the marketing function successfully in a complex, ever-evolving landscape.
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