The new CMO mandate in a world of paradoxes: streamlining, increasing or scaling back ? > Balancing marketing complexity, innovation, cost containment and short term results > Assessing the right marketing scenario for optimal business value > Adapting the CMO's role in the C-suite > Setting up an adaptive marketing organisation > The evolving role of the CMO beyond marketing
Marketing transformation: emerging challenges & opportunities >New media streategies for and around customers >Technology options: early adopter or follower? >Addressing the inter-generational challenge >How customer economics are reshaping the customer agenda
The new realities of marketing performance and metrics >Aligning forecasting and reporting with Board's expectations >Leveraging marketing metrics that really matter >Assessing the impact of immediate and longer term initiatives >Measuring the marketing performance beyond the numbers
The new sciences of behavioural marketing >Understanding and predicting the behavioural journey of the customer >Moving from market segmentation to behavioural segmentation >Behavioural marketing: much more than just market research and statistics >The new maraketing mantra:predicting or influencing customer bahaviours?
