The evolving role of the CMO

McKinsey Quarterly

Volumn , Issue 3, 2007, Pages 28-39

  Court, David ^a  

^a MCKINSEY AND COMPANY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34548250992     PISSN: 00475394     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Review

References (9)

1. For more on marketing proliferation, see David Court, Thomas D. French, and Trond Riiber Knudsen, "Profiting from Proliferation," The McKinsey Quarterly, Web exclusive, June 2006.
2. For more on market polarization, see Trond Riiber Knudsen, Andreas Randel, and Jergen Rugholm, "The vanishing middle market," The McKinsey Quarterly, 2005 Number 4, pp. 6-9.
3. For more on how to serve low-income consumers in emerging markets, see Christopher P. Beshouri, "A grassroots approach to emerging-market consumers," The McKinsey Quarterly, 2006 Number 4, pp. 60-71;
4. and Alejandro Díaz, Jorge A. Lacayo, and Luis Salcedo, "Selling to 'mom-and-pop' stores in emerging markets," The McKinsey Quarterly, 2007 special edition: Shaping a new agenda for Latin America, pp. 70-81.
5. For more on Nokia and P&G's efforts, see Trond Riiber Knudsen, "Confronting proliferation . . . in mobile communications: An interview with Nokia's senior marketer," The McKinsey Quarterly, Web exclusive, May 2007;
6. and Jacques Penhirin, "Understanding the Chinese consumer," The McKinsey Quarterly, 2004 special edition: What global executives think, pp. 46-57.
7. For more on pricing in complex environments, see J. Kevin Bright, Dieter Kiewell, and Andrew H. Kincheloe, "Pricing in a proliferating world," The McKinsey Quarterly, Web exclusive, August 2006.
8. For more on Loveman, who began spearheading Harrah's marketing initiatives in 1998 (when he joined the company as its chief operating officer) and became CEO in 2003, see David O. Becker, "Gambling on customers," The McKinsey Quarterly, 2003 Number 2, pp. 46-59.
9. For more on the general topic of managing customer segments and experiences, see Sean R. Collins, Peter W. Dahlström, and Marc Singer, "Managing your business as if customer segments matter," The McKinsey Quarterly, Web exclusive, August 2006.