Marketing Is Finance Is Business: How Cmo, CFO and CEO Cocreate Iconic Brands with Sustainable Pricing Power in the New Galactic Age, Paperback/Chris R. Burggraeve

Descriere

Description The every day priority of CEOs is creating sustainable business growth. Focus on the bottom line, and on the top line. To make that happen, structurally connecting marketing better with finance is proving to be one the biggest challenges. How can I support my CMO and CFO to build a world class marketing capability using scalable, repeatable models generating sustainable pricing power on my key brands? How to keep my brand (portfolio) and corporate brand relevant to ever new generations? Everybody tells me to be digital. How can I avoid all these Silicon snake oil tools cloud my company's focus on the fundamentals of marketing art, science and discipline? What are those fundamentals anyway? Last but not least, how do i sell my current and future level of marketing excellence to my board, to investors, and to stakeholders, while everything around me exponentially changes? In July 2019, humankind celebrates 50 years since the first Moon landing. Driven by Branson, Bezos and Musk, and other new rock(et) star billionaires, Space Race 2. 0 is generating a massive new investment and consumer change cycle no business marketer can afford to miss out on. To benefit from its transformative impact over the next 50 years, companies need to urgently upgrade all prevailing marketing and finance mindsets and models. Most date back 50+ years, to the Sixties, when Space Race 1. 0 started. Strap yourself in, as you will go for a rocket ride, organized in 4 stages: Stage 1: Look Up: Adopt a New Galactic Mindset Marketing and Finance are both Mars and Venus. Understand the impact and transformative power of the last 50 and next 50 years of Space. Start thinking beyond the historical think local, act local and think global, act global, towards a new unifying mindset that raises the bar: Think Galactic, Act Galactic. Stage 2: Launch Preparation: Secure Basics Before You Fly In flight, safety always comes first. Get your business marketing wings before you skyrocket. A crash cours