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Friday, April 18, 2008

Are CMOs to Blame When Their Budgets Get Cut?

Video Report From the Ad Age CMO Roundtable

By Hoag Levins

Published: March 24, 2008

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A CMO Video Roundtable asks if CMOs are to blame when their budgets get cut.
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NEW YORK (AdAge.com) -- The tendency of many companies to cut marketing budgets in tight times is largely the fault of marketing officers, said Liberty Mutual Group Senior VP Steve Sullivan. He said too many CMOs fail to make their case effectively or establish the minimum internal disciplines and systems essential to successful marketing. His remarks were part of an Ad Age CMO Roundtable exploring, among other things, whether marketing should be viewed as a cost or a dynamic daily necessity that drives long-term business growth. Also taking part in the session were Microsoft VP Jeff Bell, Virgin Mobile CMO Bob Stohrer, ANA President Bob Liodice and Ad Age editors Jonah Bloom and Jennifer Rooney.






More : http://adage.com/cmostrategy/article?article_id=125892

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