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Keywords: CMO
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2014) 25 (2): 195–212.
Published: 14 April 2014
... marketing officers (CMOs) (and marketing in general) have lost strategic decision-making influence within organizations. The purpose of this paper is to understand the causes of this decline and offer recommended solutions to counteract this trend. Design/methodology/approach – In-depth interviews...
