Artículo

Chief Marketing Officers: level of responsibility in their functions

Frank Lozada-Contreras

Abstract


The purpose of this study was to determine the relationship between the level of responsibility that the Chief Marketing Officer (CMO) has in marketing functions in Puerto Rican companies and metrics in marketing.  There is a debate in the literature about the decline of the functions performed by CMOs in companies. The main objectives: (1) Determine the level of responsibility of CMOs on marketing functions in Puerto Rican companies. (2) Determine the level of responsibility of managers in other departments within the company. (3) Determine the relationship between the functions performed by CMOs in Puerto Rican companies and the marketing metrics. The most significant findings: First, the CMO has a significant level of responsibility for the various marketing functions. Second, the marketing executive shares the level of responsibility for some marketing roles with senior management. Third, the CMO has responsibility for strategic marketing decisions within organizations. Fourth, the CMO uses marketing metrics as a tool to measure the effectiveness of marketing activities and strategies. 


Keywords


marketing functions; Chief Marketing Officer; marketing mix; strategic marketing; marketing research

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