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Media & Entertainment: Going from stretched to strengthened

International Business Machines
First published: 01-10-2011
Size1.68 MB
Create DateSeptember 23, 2014
Last UpdatedApril 14, 2015

How are chief marketing officers (CMOs) helping their enterprises cope with the fundamental shifts transforming business and the world? To find out, we conducted 1,734 face-to-face interviews with CMOs in 64 countries, with 105 of those CMOs representing the Media and Entertainment industry.

This white paper by IBM discusses how CMO's must understand and deliver value to empowered customers; they must also be able to create lasting relationships with those customers; and measure marketing's contribution to the business in relevant, quantifiable terms.


Media & Entertainment goes from stretched to strengthened

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