CMOs must structure their departments based on their strategy

06/25/2014 | Harvard Business Review

Chief marketers seeking to restructure their teams in the digital age should do so based on their brand's values and goals, rather than an "ideal" blueprint for marketing teams, write Marc de Swaan Arons and Frank van den Driest, founders of EffectiveBrands, and Keith Weed, chief marketing and communication officer of Unilever. They also emphasize that marketing "is no longer a discrete entity ... but now extends throughout the firm, tapping virtually every function."

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