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This article highlights the need for CFO's to keep up with other executives within the organisation, particularly Chief Marketing and Chief Customer Officers who continue to embrace digital trends such as social media, mobile and search engine technologies to engage with customers, or risk losing influence to them. Why? Because these new technologies make measuring marketing’s worth much more accurate and reliable than in the past and the focus is rapidly switching from “should we be spending on marketing at all?” to “what’s the optimum marketing spend needed to hit our revenue targets?.
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