Design your marketing organization to fit your company's growth stage : an early-stage company requires a different organizational structure than a mature one : marketing leaders must adapt their teams and strategies accordingly /

The unique needs of companies at different growth stages are best served by a marketing organization designed to meet the organization’s goals and a CMO with the right skills. Early-stage companies need a scrappy generalist, developing companies need a scale specialist, and mature compani...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Whitler, Kimberly A. (Autor), Metrick, Jonathan (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Cambridge, Massachusetts] : MIT Sloan Management Review, 2023.
Edición:[First edition].
Temas:
Marketing > Management.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

MARC

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245 1 0 |a Design your marketing organization to fit your company's growth stage :  |b an early-stage company requires a different organizational structure than a mature one : marketing leaders must adapt their teams and strategies accordingly /  |c Kimberly A. Whitler, Jonathan Metrick. 
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264 1 |a [Cambridge, Massachusetts] :  |b MIT Sloan Management Review,  |c 2023. 
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504 |a Includes bibliographical references. 
520 |a The unique needs of companies at different growth stages are best served by a marketing organization designed to meet the organization’s goals and a CMO with the right skills. Early-stage companies need a scrappy generalist, developing companies need a scale specialist, and mature companies need a strategic marketing leader. Based on research and interviews with 100 CMOs, the authors identified three key traps in designing marketing organizations and ways to avoid them. 
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