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ISBM Pulse: CMO

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The Temporary Marketing Organization (Hadida, Heide, and Bell)

As marketing departments are shrinking and CMO tenures are getting shorter, marketers are increasingly relying on temporary marketing organizations to meets objectives with immediate impacts. However, temporary marketing organizations’ outcomes exhibit high variance. Thus, Hadida et al. (2019) propose a conceptual framework to guide firms in determination of the most appropriate selection and enforcement mechanisms depending on the form of temporary marketing organization.  

August 11, 2020
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CMO Survey: Special Edition on COVID-19 Impact

The CMO Survey is a tool to collect and disseminate the opinions of top marketers on a variety of topics. This Special Edition, published in June, focuses on understanding the impact of the Covid-19 pandemic on marketing in companies, including marketing spending, performance, jobs, and expectations for the next year. The added value of the CMO Survey is the longitudinal nature of the research, which allows tracking of opinions, evaluations, and expectations over time. Especially facing a pandemic, the ‘breaks’ in the trends are notable. 

June 18, 2020

ISBM Academic Newsletter, Volume 9, Issue 2

In this Issue (July 2016): 
– Feature: The Chief Marketing Officer Matters! Even in B2B Firms… (Frank Germann)
– From the Membership: Big Talk: The Stakeholder Value Chain 2016 Spring Member’s Meeting (Suzanne Lavin)
– Venkatesan and Kumar win Inaugural ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing
– IPSS Update: Fall Lineup (Hari Sridhar)
– B2B PhD Camp for Research and Academic Conference…Still Time to Register
– B2B Academic Conference Session Preview 

July 12, 2016
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