THE CHANGING MO OF THE CMO: HOW THE CONVERGENCE OF BRAND AND REPUTATION IS AFFECTING MARKETERS

Book ID/图书代码： 05230011B50056

English Summary/英文概要： MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack of control over how brands are perceived?

Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond to and prepare for their new responsibilities. It illustrates how PR can provide:

• authenticity, relevance and advocacy to marketing;
• integration of an organization’s approach to paid, owned and earned media channels;
• a strategic risk management tool for assuring reputation and managing crisis communication.

Changing the traditional roles of marketing and communications may be an imperative for organizations. That doesn’t make it easy. This readable and credible short guide provides a sense of the opportunities and obstacles involved and the vision required to change the culture of marketing and communications.

The Changing MO of the CMO is an important book for developing a new model of marketing; it should be read by all CMOs charged with defining and implementing changes.

Chinese Summary/中文概要： 玛丽李•萨克斯探讨的是市场营销和公共关系专业两者之间的关系和日益增加的模糊地带。如何让两者组合？电子和社会媒体不断增长对品牌感知的控制日益弱化，这样一个世界里，它们又会发挥怎样的作用呢？

借鉴全球10个代表性的企业和消费者品牌市场营销总监（MOS）的经验，市场营销总监MO的不断变化表明一些组织怎样运用综合沟通和营销方法，市场营销总监（MOS）如何对新的责任作出反应和准备。它表明公关可以提供：

•市场营销的真实性，相关性和支持性；
•组织支付，拥有和获得媒体渠道的整合办法；
•战略风险管理工具，保证信誉和危机沟通管理。

改变市场营销和沟通传统角色可能是一个组织的必需。但并不容易。这本具有可读性、可信的，简短的指导手册提供了一种对机遇，困难和对不断变化的市场营销和沟通文化所需视野的一种整体意识。

对于开发营销新模式这是本重要的书；所有那些试图界定和开始做出改变的市场总监们应该读一读。(兼职翻译-LNL)

Awards/获奖情况：“对于市场营销总监如何整合社会媒体和公共关系，这是一个市场营销信息和发现的百宝箱”——菲利普•科特勒，S. C. Johnson & Son国际市场营销杰出教授，西北大学凯洛格管理学院。

“玛丽李•萨克斯，透过对市场营销总监的深度访谈，为当下营销人员面临的挑战提供了一个独特的视角。很清楚的是，一个好的市场总监重点不是报告结构，而是在业务的利益驱动增长中，两个关键学科（市场营销和公关）的结合，”--- Maryam Banikarim, Gannett Co. 市场总监。

“消费者从来没有过这样的机会去提问、讨论和批判品牌和公司，以获得他们的注意力。传统的公司和品牌营销是分离的，现在已经变得无关紧要了，几乎所有公司都在努力理解公关在组织中的归属。这本书强调一个市场总监面临的最紧迫和重要的挑战，用“源自战壕”的实例描绘今天的许多领先的市场总监。如果要建立有效的顾客对话机制，那么这是一本现在和未来的市场总监的必读物”---马克•德•斯万阿龙斯，董事长，著名品牌。

“《市场总监的方式转变》是一本近距离窥视世界最成功的营销沟通者与领导者思维的书。玛丽李•萨克斯的专业分析和评论，提供新鲜的见解和经验，将启发那些关注公关和沟通对组织重大意义的人。”——凯文奥斯本凯勒，营销学教授，塔克商学院，达特茅斯学院

“新兴媒体已成为当下市场和沟通的社会化方式。玛丽李•萨克斯提供的见解和相关案例，激励我们转变过去的传统角色，以市场总监的新方式对待股东。”——克里斯塔•卡罗内，Xerox市场总监。

About the Author/作者介绍： 玛丽李•萨克斯有着25年有余年的整合市场营销经验，最近当选为营销巨头Hill and Knowlton的美国会长和世界消费者市场营销公关主任。她曾为许多蓝筹组织包括宝洁，凯洛格，百事公司，摩托罗拉，汇丰银行，美国运通，菲多利，保时捷，柯达和安海斯工作和服务过。

玛丽李已扎根美国，在过去的九年里，她一直是Marketing 50的积极成员和市场总监俱乐部的顾问。2009年，在她就职一年后，她担任戛纳狮子国际创造节陪审团公关类成员。她是英国营销集团、营销学会（英国），美国公共关系学会和纽约妇女协会成员。

MaryLee Sachs has over 25 years of experience in integrated marketing, most recently as US Chairman and Worldwide Director of Consumer Marketing for PR giant Hill and Knowlton. She has worked with and advised many blue chip organizations including Procter and Gamble, Kellogg’s, PepsiCo, HSBC, Motorola, American Express, Frito-Lay, Porsche, Kodak and Anheuser-Busch.
MaryLee has been based in the US for the last nine years where she has been an active member of the Marketing 50 and an advisor to The CMO Club. She served as a jury member for the PR category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, and she is a member of the Marketing Group of Great Britain, the Marketing Society (UK), PRSA and Advertising Women of New York.

Format:照片

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